Kellogg’s has teamed up with Ooh Media to promote the brand’s offer of a free New Balance training top with the purchase of three packs of cereal.
The campaign has seen Ooh retail panels fitted with specially built “change-room mirrors” that help shoppers “visualise themselves starting the new year actively”.
The panels have been converted to give shoppers to opportunity to view their reflection wearing the training top.
Kellogg’s marketing director John Broome said in a statement: “Involving our audience is a fun way to build awareness and a buzz around the brand. Having these ads in shopping centres enables shoppers to act on their intention to fulfil their New Year’s resolution of starting a healthy lifestyle by being active.”
The concept was developed in collaboration with Kellogg’s creative team and Ooh.
Ooh’s head of production, John Purcell said in a statement: “This innovative execution of our retail panels really puts shoppers in the advert and creates a new level of connection between the product and consumers.”
The ten “change-room mirrors” are part of a larger Ooh retail advertising campaign that runs until January 14.
- Campaign: Kellogg’s Special K – New Year’s Resolution
- Creative Agency: JWT, VML, Liquid Ideas
- Media Agency: Mindshare
- Client: Kellogg’s