Weet-Bix fuels the youth market in its latest integrated campaign + app via BelowTheLine

Hungry for the youth market, Weet-Bix has launched an innovative new loyalty programme ‘Bix’ onto Kiwi shores via BelowTheLine.

The latest in digital loyalty, Bix allows consumers to turn their Weet-Bix into rewards simply by scanning the QR code on every specially marked Weet-Bix pack via their smartphone or the Bix website.

VIEW THE CARLOS SPOT

VIEW THE TYLER SPOT

VIEW THE ELLA SPOT

VIEW CAMPAIGN SITE

GET THE APP

Aimed specifically at teens and young adults, a QR code can be scanned once a day, an unlimited number of times. Bix can then be redeemed to score vouchers, product, unique experiences and enter competitions with reward partners including Hoyts, Sony, Amazon, Avanti, 2XU and Jetts.

Based on an initiative launched in Australia last year, Sanitarium agency BelowTheLine sourced and signed an extensive list of relevant partners, developed the rolling reward programme, designed new packaging and led the creative campaign for the launch – all developed for the local market.

Says Jessica Manihera, Weet-Bix senior brand manager: “Fifty percent of Kiwi households have Weet-Bix in their pantry. However as kids get older they begin to assert their independence and mum no longer has full control over what they consume for breakfast.

“Bix reaches the youth audience through channels that are relevant to them and have high youth interaction, and rewards them with the things they love.

“It’s an incentive for Kiwi kids to get the Weet-Bix box out of the pantry every morning. If we can get this layer of consumers to eat Weet-Bix, not only are we helping mum get something wholesome into their kids every morning, we’re increasing the number of packs a household is consuming.”

BelowTheLine director Ghanum Taylor says the project has been a mammoth one for the agency.

Says Taylor: “With over $1 million in rewards on offer, a big part of the project has been identifying and securing the right reward partners and developing those relationships.”

Fuelling awareness of the programme are three new Flying Start-produced TV commercials that hit the air in February, featuring Weet-Bix brand ambassadors and hungry young sportspeople Wellington Phoenix player Tyler Boyd, surfer Ella Williams and snowboarder Carlos Garcia-Knight.

Says Taylor: “We’re really happy with the TVCs and the integration of Tyler, Ella and Carlos into the campaign. All three are highly relevant to our target market here in New Zealand and ideal spokespeople for the campaign.”

Filmed in Hoyts cinemas, Amazon retail stores and Jetts fitness centres, the ads also profile the reward partners in a subtle way.

The TVCs are also supported by outdoor, digital and of course integrated with in store communication and packaging.

Manihera says the campaign will be impossible to miss with 2.5 million packs in stores and pantries over the period of the promotion, with thousands signed up already.

Operating on smartphones in the form of an App, a website and a mobile site, the Bix promotion will run until late July with QR codes on the back of all specially marked 1kg, 750g, 375g and new 1.2kg Weet-Bix packs.

Agency: BELOWTHELINE

Packaging: Mark Cooper