Weetbix 'BIX'
The Challenge
Weet-Bix sales were declining - primarily because kids and teens aren’t asking for the brand and not eating it.
We needed to get teens to reach for Weet-Bix everyday and make it part of their daily routine.
The Situation
Mums know the benefits of giving teens a proper breakfast but life seems to get in the way so they default to habit, as a result, they often end up making selections that may not be the best choice.
We also found that adults often followed the breakfast choice of their children.
The products that were most ‘contagious’ in this respect were those with a sensory or ritual appeal. Vegemite (ritual) and crunchy nut cornflakes (sensory).
The Strategy
We needed a process or format to set up a distinctive breakfast habit. Once a new habit forms part of our daily routines it is ingrained, and are much harder to shift than “preferences”, which are a conscious choice. A new habit can form quite quickly with just a couple of repetitions If we could find a way to disrupt the default .
The Idea
Fuel up on Bix, and power more of the things you love
Bix are like trade-able currency. Just collect 2 Bix every day while you eat breakfast, scanning the QR code on specially marked Weet-Bix packs and redeem them against unique experiences, instant vouchers, prizes and gifts. Created as iPhone app with an accompanying mobile and desktop site and numerous digital assets across multiple partner sites, users also interact with weetbix.com.au/bix.
The Results (so far)
Since launch on March 17, we have had over 45,000 App downloads, an average of 10,500 users a day hitting the server and redemptions happening by the minute. The majority of activity is occurring between the hours of 7am-9am, meaning our behavioural goal of reaching the breakfast table is working.
bix.weetbix.com.au
