How Dextro Energy partnered with Metro to create a series of puzzles to build awareness for the energy brand.

1. Tablet
award
-­‐
Tablets
have
brought
a
new
journalistic
grammar
to
newsbrands,
with
changing
workflows
and
innovative
storytelling
techniques.
Entrants
here
must
explain
how
they
used
tablets
for
a
brand
to
good
effect.
Executive
summary
no
more
than
100
words
Dextro
is
an
energy
tablet
that
consumers
are
largely
unaware
of.
Our
objective
for
this
campaign
was
to
build
awareness
about
the
product
and
the
energy
it
provides,
which
is
not
just
physical
but
also
mental.
Our
challenge
was
to
build
on
what
ran
the
previous
year
and
amplify
this
through
different
content
to
cut
through
the
clutter
and
really
make
Dextro
stand
out.
Our
plan
was
simple;
create
a
challenging
puzzle
across
platforms
to
drive
engagement
and
awareness.
Our
results
showed
a
massive
increase
of
competition
entries
YOY
and
also
an
uplift
in
sales
delivering
a
successful
campaign.
Background
and
objectives
(marked
out
of
5)
Our
marketing
objective
was
to
utilise
Dextro
Energy’s
content
driven
and
fact-­‐based
advertising
campaign
in
2014
to
establish
brand
positioning:
Dextro
Energy
is
a
fast
energy
provider.
Dextro
Energy
has
a
low
market
share
in
this
sector
with
main
competitors
such
as
Red
Bull,
Lucozade
and
Berocca;
but
Dextro
cannot
compete
with
their
high
media
budgets.
Therefore
our
media
solutions
needed
to
be
cost
efficient
but
also
highly
effective
in
the
market.
This
is
where
news
brands
came
into
play
as
it
a
cost
effective
way
to
gain
mass
reach
within
the
market.
Our
planning
priority
was
to
get
a
prompt
action
from
the
audience
to
engage
with
our
brand
through
different
platforms
and
to
also
add
an
element
of
education
and
understanding
about
the
product
and
its
usage.
A
similar
campaign
was
executed
in
Metro
last
year
(2014),
which
included
a
conundrum
in
Metro
where
readers
solved
the
puzzle
and
went
online
to
enter
the
competition.
The
client
directive
for
2015
was
to
do
exactly
the
same
campaign
as
they
saw
an
uplift
in
sales
and
proved
successful.
Insight
(out
of
10)
Our
insight
for
this
campaign
was
that
consumer’s
want
energy
at
key
times
but
when
they
think
about
energy
this
is
mostly
in
the
physical
sense.
We
took
learnings
from
the
previous
campaign
into
the
insights
of
when
consumers
are
most
receptive
to
‘energy’
messaging
and
also
independent
research
carried
out
by
the
client.
We
identified
the
target
audience
as
white
collar
workers.
We
found
out
that
this
audience
had
two
‘energy
slumps’.
One
occurring
in
the
morning
on
the
commute
and
the
other
at
the
normal
3-­‐4pm
timeslot
Monday
through
to
Friday.
The
plan
(out
of
10)
Our
idea
for
this
campaign
was
to
build
and
amplify
last
year’s
communication
and
get
more
people
to
engage
with
the
brand.
We
partnered
with
Metro
in
order
to
create
a
series
on
conundrums
that
would
run
for
a
4
week
period
across
both
tablet
and
print
assets.
Consumers
had
the
opportunity
to
participate
in
the
puzzle
solving
competition
to
win
£200
each
week.

2. For
the
print
element
of
this
campaign,
we
ran
a
similar
execution
to
the
previous
year.
Readers
were
presented
with
a
word
conundrum
in
the
Metro
in
the
morning
and
were
then
directed
online
to
the
Dextro
hub
to
enter
their
answers
for
the
competition.
In
order
to
amplify
and
extend
on
this
campaign
we
worked
with
the
Metro
to
design
and
create
a
full
page
interstitial
slider
puzzle
on
their
tablet
edition.
This
interstitial
insertion
clicked
through
to
the
Dextro
website
where
consumers
could
find
more
about
the
product
and
where
to
purchase.
This
ran
each
week
where
readers
had
a
chance
to
solve
the
interactive
slider
puzzle
with
the
best
time.
Their
results
were
then
uploaded
to
the
Metro
hub.
In
order
to
amplify
our
energy
message
we
extended
this
campaign
to
also
run
display
insertions
in
the
Evening
Standard-­‐
we
were
able
to
target
both
key
times
where
energy
products
were
considered.
This
also
enabled
the
campaign
to
have
multiple
touch
points
with
the
audience,
increase
frequency
and
also
extended
reach
against
both
morning
and
evening
commuters.
This
campaign
did
not
run
on
any
other
media
channels
which
meant
that
newsbrands
was
our
sole
communication
medium
to
raise
awareness
within
our
target
demographic.
Results
(out
of
10)
It
is
important
to
note
when
looking
at
the
results
for
this
campaign
that
the
prize
money
did
not
increase
with
frequency
or
monetary
value
YOY.
Our
results
really
stood
out
for
this
campaign
as
we
were
able
to
increase
engagement
on
the
print
element
by
72%
and
also
delivered
an
above
average
CTR
of
0.4%
to
the
Dextro
website.
The
only
differences
to
this
campaign
YOY
was
the
inclusion
of
the
tablet
element
which
by
the
results
had
a
massive
increase
in
awareness
of
this
campaign
but
also
influenced
our
press
results
and
engagement.
By
increasing
the
amount
of
touch
points
on
this
campaign
we
were
able
to
deliver
the
message
with
a
much
higher
frequency
and
also
tap
into
segments
of
the
consumers
that
only
consumed
newsbrands
through
digital
platforms.
Our
competition
quickly
gained
traction
in
the
first
week
by
recording
a
total
of
7,311
interactions
across
both
tablet
and
print.
This
campaign
over
achieved
against
last
year’s
press
competition
increasing
entries
by
74%.
Also
beat
the
average
for
competition
entries,
which
is
around
2,500-­‐
4,000
depending
on
competition
metrics.
In
regards
to
the
tablet
insertions
most
page
views
occurred
in
the
morning
driving
an
average
time
of
34
seconds
spent
with
our
competition
and
a
CTR
of
0.4%
which
shows
an
above
average
engagement
from
consumers.
The
cost
per
entry
was
-­‐35%
YOY.
This
shows
that
by
including
the
digital
aspect
to
the
campaign
we
were
also
able
to
become
more
cost
efficient
in
this
space
and
provided
value
back
to
the
client.
Through
a
prompted
awareness
study
carried
out
by
the
client
we
were
able
to
increase
total
awareness
of
the
product
by
2%
YOY.
Client
view
(out
of
5)
“Campaign
was
successful
in
delivering
against
clear
objectives
with
all
metrics
increasing
particularly
around
brand
being
a
fast
energy
provider.”-­‐
Dextro
Marketing
team