Cannes Lions

ANTHON BERG CHOCOLATE

ROBERT/BOISEN & LIKE-MINDED, Copenhagen / TOMS GRUPPEN / 2012

Overview

Entries

Credits

Overview

Description

We decided to conduct an experiment to demonstrate that Anthon Berg chocolate is closely linked to generosity.In February 2012 we opened up a chocolate store in the centre of Copenhagen. But it was no ordinary store. We didn't accept cash or credit cards as payment. 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: 1 post for your own wall, and another for the wall of your chosen recipient.

Execution

The idea was simple. We opened up the store in the center of Copenhagen. The storefront in the city center doubled as a massive 'outdoor' to generate buzz right away. The untraditional payment method through Facebook took the campaign online, where it immediately became visible across thousands of Facebook feeds. To top it off, the event itself was filmed and seeded as a viral film on YouTube and across numerous international blogs taking it from the streets of Copenhagen to the rest of the world.

Outcome

- People waited in line up to 1.5 hours to get in the store- More than 20% of all customers posted pictures of good deeds- 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- On Facebook, the campaign generated a 33% increase in number of fans and people talking about Anthon Berg on Facebook was increased in the campaign period by 1,000%- 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 has so far reached an estimated 3,750,000 people in Facebook and Twitter feeds

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