Cannes Lions

KINDER SURPRISE

THE SECRET SERVICE, Bucharest / FERRERO / 2013

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Overview

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Credits

Overview

Description

Flyers die young. It's a tragic common fact.

They end up on the floor or in the garbage cans the minute they're handed over to prospects.

It's wasted paper.

We wanted to save ours from such a cruel destiny and make it stick to people's hands in order to deliver the message.

Execution

Kids are curious. Kinder Surprise is all about curiosity. It's about kids' desire to pop up the surprises. Kinder Surprise is an emotional experience. And its communication has to be surprising. Therefore we created a surprising emotional experience.

We mingled with the consumers: fully functional special phone booths were installed in hypermarkets, hostesses stamped kids with characters' phone number to last for days, we also advertised it on TV and on Kinder Surprise website & Facebook page.

A short series of animated stories was produced and distributed online in order to spread the news about the collection and the live phone chat.

Outcome

Kinder Surprise proved once again its reputation as master of surprises. The joy in the kids' voice on the phone was priceless.

The average call: 4 minutes

10,742 valid phone calls were made in 2 months.

During daytime the IVR phone line was operated by actors who provided kids with educative info about Space. Night time was covered by recorded stories. 36% of the calls were made after 9.00 PM proving parents put their kids to sleep using the Space Mission phone line. The phone line was turned by the client into a 'must have' tool for future collections.

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