Ad execution creates downloadable story on cereal box

The brief to JWT had the conceptualisation juices flowing, "Help Rice Krispies bring story time to breakfast and inspire the children's imaginations." The resulting creative campaign is a fully integrated interactive experience for both Mom and child bringing story time back to life. Using a USSD code and mobile phones, Moms can download the story in English, Afrikaans or Zulu and kids can follow the pictures while the story is being read out.

The campaign is supported with 10 and 30 second television commercial stings, strategically placed, reminding mothers of the full range of collectable stories available while further captivating the child's imagination.

Harsha Prag, strategic planner at JWT says, "Results have been good so far, with over 78 000 stories downloaded since June 2012. Quality time spent between parents and children is invaluable and precious, especially in today's rushed lifestyles. This concept not only encourages parent and child bonding, but weaves the brand within the story creating an emotional brand bond."

The Kellogg's Rice Krispies' Story Time can also be listened to and downloaded at http://www.ricekrispies.co.za/Storytime/Web/index.aspx.