Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: TOMS GRUPPEN
Product/Service: ANTHON BERG
Agency: ROBERT/BOISEN & LIKE-MINDED
Creative Director: Michael Robert (Robert/Boisen & Like-Minded)
Strategist: Søren Christensen (Robert/Boisen & Like-Minded)
Art Director: Mark Rif Torbensen (Robert/Boisen & Like-Minded)
Art Director: René Sohn Kammersgaard (Robert/Boisen & Like-Minded)
Art Director: Anders Kure (Robert/Boisen & Like-Minded)
Digital Director: Mathias Birkvad (Robert/Boisen & Like-Minded)
Graphic Designer: Morten Grundsøe (Robert/Boisen & Like-Minded)
Graphic Designer: Peter Vojnovic (Robert/Boisen & Like-Minded)
Director: Niels Nørløv (Gobsmack)
Producer: Emilie Brandt (Gobsmack)
Producer: Christina Erritzøe (Gobsmack)
Digital Producer: Jorge Hernandez (Molamil)
Digital Producer: Ramiro Espada (Molamil)
Media placement: Pop up store - Center of Copenhagen - 25 February 2012
Media placement: Social media - Facebook - 25 February 2012
Media placement: Online video - Youtube - 5 March 2012
Describe the objective of the promotion.
For over a century, generosity has been a crucial part of the DNA of Anthon Berg, Denmark's biggest chocolate company.
When it came to producing great chocolate using only the best ingredients, the brand always did more than expected. The founder was even famous for offering free chocolate every day to the customers waiting patiently outside his store.
But over the years, the brand began to lose its relevance to consumers and most had forgotten what once so clearly differentiated Anthon Berg from other chocolate brands.
We needed people to rediscover Anthon Berg and the positive effects of being generous.
Describe how the promotion developed from concept to implementation.
So how could we inspire people to be more generous? We decided to conduct an experiment to demonstrate that Anthon Berg chocolate is closely linked to generosity.
We opened up a chocolate store in Copenhagen. But it was no ordinary store. We only accepted the promise of a generous deed toward a person you care for. We called it: The Generous Store. We ‘priced’ each chocolate differently, so people could chose a box according to the good deed they were willing to do. To ensure people made good on their payment, their generous promises were posted on Facebook.
Explain why the method of promotion was most relevant to the product or service.
Chocolate is all about being generous to your surroundings and generosity has been part of the DNA of Anthon Berg for more than a century. That's why the communication platform of Anthon Berg is summed up in the tagline 'You can never be too generous'. The purpose of this campaign was to activate this platform in a consumer-engaging manner, but all done in an informal and fun tone of voice.
Describe the success of the promotion with both client and consumer including some quantifiable results.
- More than 100,000 people walked by the store on the day
- Massive PR across leading Danish news sites
- The good deeds travelled through 150,000 Facebook feeds in just 24 hours
- In total the campaign reached more than 1 in 20 people in Denmark in just 2 weeks using a combination of event, online seeding and social media.
- The idea travelled around the world with more than 1,000 blogs and websites writing about it
- The campaigned reached an estimated 3,750,000 people via Facebook and Twitter feeds (so far)