Mondelez: EVEN IF YOU SHOULDN'T

Credits & Description:

Advertiser: MONDELEZ
Agency: BUZZMAN
Category: Fast Moving Consumer Goods
Advertising campaign: EVEN IF YOU SHOULDN'T
Chief Executive Officer/Creative Director: Georges Mohammed Cherif (Buzzman)
TV Producer/Art Buyer: Vanessa Barbel (Buzzman)
TV Producer/Art Buyer: Elodie Poupeau (Buzzman)
Public Relations Manager: Lily Ponthieux (Buzzman)
Art Director: Louis Audard (Buzzman)
General Manager: Thomas Granger (Buzzman)
Account Manager: Antoine Ferrari (Buzzman)
Account Executive: Claire Cipriano (Buzzman)
Account Manager: Julien Levilain (Buzzman)
Copywriter: Tristan Daltroff (Buzzman)

Outcome
The most important and encouraging result is how the people reacted to this test in the mall and on digital.In the mall people were very enthusiastic and motivated. They pushed the button 332 times risking the trap door.On digital, the feedbacks are really positive, people loved the Machine and see our accomplices get trapped in it. The campaign was the second most viewed and shared French campaign on YouTube. More than 2 million views on all the videos of which 45% are due to viral and hundreds of social impressions.

Execution
The major asset that Mikado claims is its irresistibility. Therefore the goal was to showcase how much it is. To do so, we put to test a simple question: “If you were offered packs of Mikado but warned not to take it, would you be able to stop yourself?”Then, we installed in a mall a huge dispenser of free Mikado BUT actively warned shoppers NOT to pick up a free pack. To really discourage them we also asked some accomplices to push the red button on the dispenser and show the hidden trap door to the most determined ones.

Client Brief Or Objective
Work on the brand preference of Mikado to reconnect with the 25-35 year-olds.

Implementation
To reconnect with the 25-35 year-olds we decided to showcase Mikado’s cultural affinity with them.Their digital culture is very strong and it’s about new experiences and engaging with each other.So we decided to let them experience the brand and its tagline “Even If You Shouldn’t” in their own terms. We used the tagline as a direct call to action to catch people attention and let them experience both in real life and on digital how much irresistible is Mikado.