80% of Canadians spend less than 15 minutes every day on breakfast. They are looking for convenient solutions that are both nutritious and healthy for themselves and their family. Danone was looking to create awareness for their drinkable yogurt product, DanActive, while also dominating key consideration dayparts, especially mornings.
Working with MétéoMédia, a morning strategy intercepted Quebecers during their morning routine with a focus on 5am-9am with high impact and sponsorship placements cross platform. A digital targeting strategy allowed Danone to reach the right audience at the right time leveraging dayparting, audience and location solutions. A strong cross platform reach in the morning combined with insights that showed that MétéoMédia audiences were more likely to consume drinkable yogurt drove the overall strategy.
On broadcast this program reached 2.2M audience on MétéoMédia and almost 2.7M impressions with an average click through of 0.39%.
*Source: Nielsen Consumption Diary, National, 2016 and Nielsen Insights, March 2017