Cannes Lions

KINDER BUENO - IL MANDANTE

PUBLITALIA, Milan / FERRERO / 2015

Case Film
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Overview

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Credits

Overview

Description

The main challenge was to reach a 15-34 yo public, since Kinder Bueno has historically had a Purchase Responsable target only (women, 35-54).

We started with 3 weeks of TV campaign and 2 weeks of radio campaign in the same time, to tease the audience.

In a second flight of campaign the tv and radio commercials invited people to go to the website to see the videos and get some hints to solve a mystery.

The characters who were chosen are very popular with this public in Italy, and they are easily associated with a famous TV program where they get on the nerves of people (especially politicians and public persons) who have been unfair.

Execution

Two popular TV characters "break into" any of the media involved: this is what they do in established TV shows, radio programs and on the pages of news and entertainment websites.

The reason why they do so is to steal the very last Kinder Bueno Snack from their colleagues, which is exactly what a mysterious voice imperatively command. But who is he, the "puppet master"?

A web series in 5 episodes give hints to help and solve the mystery. During this period (5 weeks) the community can try to find the mandator's name by entering a contest.

Outcome

Gross contacts (tv+radio): 165millions

Focus target contacts (tv+radio): 43millions

Focus target coverage: 74%

Impressions: more than 80millions

Video views of the web series: more than 3,5 millions

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