Retail panels converted into inspiring ‘change- room mirrors’ for Kellogg’s via JWT Sydney

To give shoppers the inspiration to get fit and fabulous after the festive season, Kellogg’s has teamed up with JWT Sydney, VML, and Liquid Ideas to run a campaign that shows Australians their healthy potential.

Promoting Kellogg’s offer of a free inspirational ‘New Balance’ training top with the purchase of three packs of Special K cereal, oOh! Retail panels have been fitted with specially built ‘change-room mirrors’ that help shoppers visualise themselves starting the new year actively.

Ten retail shopaLite panels across the Eastern Seaboard have been converted to give shoppers the opportunity to view their reflection wearing a Kellogg’s Special K inspirational training top.

Marketing director of Kellogg’s, John Broome, said the special builds will achieve cut-through at a crucial time when people are setting New Year’s resolutions.

Says Broome: “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 fulfill their New Year’s resolution of starting a healthy lifestyle by being active.”

oOh!’s head of production, John Purcell, said the concept, which was developed in collaboration with Kellogg’s creative team and oOh!, was simple yet effective.

Says Purcell: “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 ‘change room mirror’ effect was achieved by surfacing the back wall of the retail panel with a mirror and suspending a custom mannequin wearing the Special K inspirational training top.

The ten special builds are part of a much larger oOh! Retail advertising campaign that will run until 14 January 2014 with the potential to reach 62 percent of shoppers nationally.

Campaign:  Kellogg’s Special K – New Year’s Resolution

Creative Agency:  JWT, VML, Liquid Ideas

Media Agency: Mindshare

Client: Kellogg’s