Cannes Lions

GHANA MILK CHOCOLATE

ADK, Tokyo / LOTTE CO. / 2008

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Overview

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Credits

Overview

Description

Ghana is No. 1 in the market for solid chocolate bars. But customers are fickle; brand loyalty is weak. Numerous competitors were expected to mount counterattacks in 2007. The need for a campaign combining both branding and selling was urgent.

Execution

Ghana's brand concept is "The chocolate that applauds girls with dreams." To communicate this concept we developed TV commercials an with a truly novel approach, a serialized novel read via cell phone.

The novel is a love story, designed to appeal to the target through a topic in which their involvement is high.It was written to be read while eating the chocolate and updated weekly and released in bursts timed to coincide with Christmas and Valentine's Day, the periods when demand for chocolate peaks in Japan.After the serial ended, it was collected and published as a book.

Outcome

During the campaign period, the cell phone site was accessed 2.5 million times.

32% of those who accessed the site said that it made them like Ghana more.44% said that it increased their frequency of purchase.Ghana's score on the core brand value "In tune with how girls feel" rose by 5% (from 12% to 17%).Ghana's score for "The leading chocolate brand" rose by 5% (37% to 42%)Sales increased by 10%.

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