Ferrero Rocher: WOW

Credits & Description:

Category: Ambient: Special Build

Advertiser: FERRERO

Product/Service: FERRERO ROCHER

Agency: KINETIC WORLDWIDE

Agency: MEC

Producer: Craig Leiper/Ministry Of Experience

Date of First Appearance: Dec 15 2009 12:00AM

Entrant Company: KINETIC WORLDWIDE, London, UNITED KINGDOM



Description of Ambient execution



Ferrero created magic and wonder during the festive period, reaching a young, affluent audience in an attempt to shed its dated image.

Bespoke 16m tall Christmas trees made entirely from imitation Ferrero Rocher chocolates were installed in key shopping centres in the UK. The structures were suspended from ceilings and appeared to float.

Locations were evaluated on the basis of footfall, shopper demographic profile, aesthetic fit and retail content. Trees were installed at Westfield London, Manchester’s Trafford Centre and the Bullring in Birmingham, each taking 30 hours to build.

Smaller Ferrero trees were installed in Debenhams windows in malls and on Oxford Street, London’s main shopping district. The main activation was at London’s Westfield, where the Ferrero tree was the focal point of a gala event. At other malls the campaign was supported by digital 6 sheets.

The campaign set out to change the attitudes of consumers. Pre- and post-qualitative research carried out by Ferrero amongst shoppers at the malls revealed that:
+49% strongly agreed that Ferrero Rocher is a modern brand
+56% strongly associated Ferrero Rocher with Christmas

Combined with TV and magazine activity, Outdoor helped contribute to a 16% increase in Ferrero Rocher value. The wider Rocher range experienced a 20% increase in value during the same period.