Hershey: Eaternet [image]

Credits & Description:

Agency: Aktuellmix
Brand: Hersheys
Country: Brazil
Entrant Company: Aktuellmix, São Paulo
Advertising Agency: Aktuellmix, São Paulo
Media Agency: Aktuellmix, São Paulo
Pr Agency: Aktuellmix, São Paulo
Production Company: Antfood, São Paulo / Bolha, São Paulo / Aktuellmix, São Paulo
Ceo: Rodrigo Rivellino (Aktuellmix)
Partner: Celio Ashcar Jr. (Aktuellmix)
Chief Creative Officer: Fabio Mergulhão (Aktuellmix)
Creative Director: Fabio Moran (Aktuellmix)
Creative Managing: Erica Igue (Aktuellmix)
Creative Managing: Tom Soraire (Aktuellmix)
Art Director: Leandro Calado (Aktuellmix)
Art Director: T" Wirley Almeida (Aktuellmix)
Art Director: Rodrigo Caetano (Aktuellmix)
Strategic Planning: Gabriel Boaventura (Aktuellmix)
Strategic Planning: Vitor Tanabe (Aktuellmix)
Business Vp: Mario Medina (Aktuellmix)
Account Director: Juliana Pileggi (Aktuellmix)
Account Manager: Lucas Tagliani (Aktuellmix)
Account Manager: Julia Audi (Aktuellmix)
Executive Production: Priscila Villa (Aktuellmix)
Executive Production: Rodrigo Niro (Aktuellmix)
Executive Production: Camila Ciffani (Aktuellmix)
Print Production: Rodrigo Merigue (Aktuellmix)
Print Production: Amanda Xavier (Aktuellmix)
Media: Marcos Bittencourt (Aktuellmix)
Media: Gabriel Barreto (Aktuellmix)
Media: Nathalia Cantalejo (Aktuellmix)
Product Design: Juliano Bortolin (Aktuellmix)
Product Design: Luiz Fernando Haddad (Luiz Fernando Haddad)
Product Concept Design: Carlo Giovanni (Aktuellmix)
Illustration: Felipe Lopes (Aktuellmix)
Illustrator: Gelmi Studio (Aktuellmix)
Film Production Company: Bolha (Fuego)
Film Production Company: Fuego (Fuego)
Sound Production Company: Antfood (Antfood)
Strategy:
Two extremely relevant points in our promotional strategy was the quantity of winners (1200) and the opportunity for users to know immediately if they won or not.After a social listening, our approach was simple and clear: speak the same language as our target audience, the Brazilian youth.The first step was to understand what our audience likes the most in the digital universe, like memes, films, music, news, horoscope, etc and then to transform those in physical 1,5kg pieces of chocolate. Always remembering that the website changed daily, with new and unique pieces to each winner. We created a campaign that took the customer from the point of sale to the internet, and after spreading the most unusual chocolate pieces everywhere, our product was delivered to the winner’s hands, what generated a relationship on and offline.
Outcome:
Results:-250.000 products registered-120.000 people registered-2 tons of chocolate handed out-3.600.000 of views-20.000.000 of reached people-83.000.000 of impacts-20% of increase on sales-Record Increase in the brand Value-1.700.000 organic engagement and an indecipherable number of people eating the internet.
Campaign Description:
The young watch, read, breath, wake up and sleep online. For the first time in history a brand created the opportunity of eating the internet. It gave Hershey’s a new chance to create interactions and full relationship between brand and consumers. We've transformed in chocolate a whole website for the Eaternet campaign - Open your mouth and eat the website. A real website, with real chocolate, to really eat it. The big idea was to turn things that people love in pieces of the website with 1,5 kg of chocolate. The website changed everyday with new chocolate pieces, and each of this 1200 pieces were totally shareable, with it own share button, so people spread this craze for all the social media. To participate, the young had to buy Hershey’s, register and bite the site. The piece that was clicked, if awarded, was delivered to its home.
Synopsis:
Situation: in 2016, financial crisis in Brazil, every brand was rewarding prizes like houses, cars and money (the most aspirational prizes in the country). Brief: make the first promo that talks to the young brazilian audience. Objective: Generate engagement, conversation and change the brand perception and its positioning on a fun way.
Execution:
First of all, it wasn’t one website. There were 60 websites with 20 chocolate pieces each. On per day, everyday. After a whole year of preparation, the main part of the work was when the campaign finally went on air. A whole creative team worked non-stop for the 60 days of promotion to deliver the 60 websites. Besides the real time updated content that kept up with everything that was going on on the world and the internet, the site monitoring was also constant. After all, can you imagine the logistics of making sure that the exact piece clicked got to the house of the winner wherever he lived in Brazil, a gigantic country?
Relevancy:
This work was made for those on the internet. For those who consume internet. For those who really live the internet. It created a perfect connection between brand and consumer, with total synergy among product and audience. Focused on the Brazilian youth, we put together the two things they love the most: memes and chocolate. The challenge was to transform a promotion in a conversation, in a way the brand had never been done before. Instead of just communicating to the young, we spoke the same language.