| Titulo | AJIS Investigation Headquarters |
| Agência |
Biggs|Gilmore Communications
|
| Campanha |
AJIS Investigation Headquarters
|
| Anunciante |
Kellogg's
|
| Marca |
Kellogg's
|
| Posted | Janeiro 2004 |
| Produto |
Apple Jacks
|
| Sector Empresarial | Cereais de pequeno-almoço
|
| Legenda | Who changed the shape of Apple Jacks? |
| História | AppleJacks.com is a dynamic, Flash-based site with a visitors section and a password-protected registered "Agent" section, which allows users to participate in an ongoing investigation and search for clues in order to help solve a crime committed against Apple Jacks. |
| Filosofia | The challenge was turning a national promotional concept into an online community that consistently engages tweens with the brand for over 8 months. The solution was creating an interactive, viral community that brings a traditionally low-involvement product into kids lives. AppleJacks.com serves as the community hub. However, the key to success was ensuring seamless integration of the Web site and online media with the other elements of the campaign produced by additional Kellogg partners - TV, packaging, sweepstakes/giveaways and retail point-of-sale. The Apple Jacks campaign developed collaboratively among the agency partners, establishes a new model for developing brand relationships with tweens. |
| Problema | Someone has done the unthinkable put actual jacks shapes in Apple Jacks. This is not right. Apple Jacks aren't supposed to look like jack shapes, and they're not supposed to taste like apples. Kids across America are invited to help the Apple Jacks Investigative Squad (A.J.I.S.) solve the crime. |
| Tipo de Mídia |
Web site
|
| Mercado | Estados Unidos |
| Director de contas |
Dean Suarez-Starfeldt
|
| Executivo de contas |
Paul Iagnocco
|
| Director executivo criativo |
Marino Puhalj
|
| Director criativo |
Andy Gould
|
| Director de arte |
Wolfgang Hofmann
|
| Designer gráfico |
Simon King
|
| Redator |
Maggie Reynolds
|
| Produtor da agência |
David Kunce
|
| Equipa criativa |
Tom Deater
|
| Equipa criativa |
Michelle Adams
|
