Entry Description: Special K wanted to further enhance the impact of promoting its Lose 6 Pounds in Two Weeks Challenge in health clubs, as well as measure the campaigns impact. To achieve this, HCPN strategically placed Special Ks panel advertising within close proximity to the clubs weight scales. HCPN also installed mirror cling advertising, featuring Special Ks highly relevant messaging. Finally, HCPN placed Special K-branded 6 pound weights racks topped with 6 pound medicine balls in the prime workout areas of each club. The results: An incredibly positive reaction by club members and staff as well as great research results. Specifically, third party exit survey research conducted prior to and at the end of this campaign revealed: - 75% of those surveyed at the end of the campaign recalled Special K's advertising in the clubs. - Past 6 month purchasing of Special K more then doubled from pre to end campaign surveys; from 29% to 56%. - In the pre-campaign survey, 27% indicated they would likely buy (Top 2 Box) Special K in the next 6 months. This more then doubled, to 63% of those surveyed at the end of the campaign. 
Agency: Leo Burnett
Title of Work: 6 Pound Weight Loss Challenge
Advertiser: Kellogg's
Brand: Special K

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