Anthon Berg: THE GENEROUS UPGRADER

Credits & Description:

Client ANTHON BERG
Product ANTHON BERG CHOCOLATE
Entrant ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Type of Entry Product & Service
Category FAST MOVING CONSUMER GOODS (INCL. ALCOHOLIC & NON-ALCOHOLIC DRINKS)
Title THE GENEROUS UPGRADER
Product/Service ANTHON BERG CHOCOLATE
Entrant Company ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Advertising Agency ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Michael Robert Robert/Boisen/Like-Minded Creative Director
Søren Christensen Robert/Boisen/Like-Minded Strategist
Mette Ingemann Robert/Boisen/Like-Minded Account Manager
James Godfrey Robert/Boisen/Like-Minded Copy Writer
Heinrich Vejlgaard Robert/Boisen/Like-Minded Art Director
Mathias Birkvad Robert/Boisen/Like-Minded Digital Director
Describe The Brief From The Client:
To get new potential customers to sample Anthon Berg's products in the airport and at the same time demonstrate our philosophy of generosity.
Describe How The Promotion Developed From Concept To Implementation:
We developed a machine called The Anthon Berg Generous Upgrader and placed it at various airport terminals. Before boarding flights, passengers could scan their boarding passes at the Generous Upgrader, and using specially developed software that cross-references the information on their boarding pass with information from Seatguru (a company that has mapped and rated seat configurations of airlines around the world) we could tell passengers about the quality of their seat and then upgrade them accordingly with chocolate. The worse the seat, the bigger the chocolate upgrade.
Describe The Success Of The Promotion With Both Client And Consumer Including Some Quantifiable Results:
In total more than 12.000 people interacted with the Anthon Berg promotion at Copenhagen Airport, which exceeded estimates by 20%, making it the most successful promotion for the brand at that venue.
Explain Why The Method Of Promotion Was Most Relevant To The Product Or Service:
For over 100 years, Anthon Berg has stood for generosity. It's a tradition carried down from the founder. To demonstrate Anthon Berg’s philosophy of generosity, we decided to reward those passengers who need it most by turning the humble boarding pass into a ticket to a “delicious flight upgrade”. For once, having a bad seat on a plane was actually a good thing. The worse a passengers seat, the more generous their chocolate upgrade. A good seat got 2 pieces of chocolate, while a bad seat got a first class upgrade including a whole bag of Anthon berg chocolates.