We created a new campaign where it is puting

the generosity of Europe to the test.

They’ve taken the last square from over 10 million Milka Chocolate bars

and are giving people the chance to claim their square back

or give it to someone else. To bring life to Milka’s brand promise (dare to be tender), Buzzman decided to use the chocolate bar itself as the main media of the campaign.

All people need to do is simply pick up a Milka bar and connect through their smartphone, tablet or computer to visitwww.LeDernierCarre.fr.

There, they'll be able to choose what to do with their last square.

The main platform of our campaign was a dedicated website where people could decide the fate of their last square (claim it back or dare to offer it). If people dared to offer their last square to someone else, we let them write a tender message to go with their gift.

To lead people on the website, the campaign was featured in all over media including TV, POS and a specially tender digital activation (including banners and a web video).

All these points of contact were activated the 26th august for a month and the website is still running until February 2014.

800000 visits on the website

500000 last squares sent

95000 shares on social network

1.3m euros of earned media

500 article in 158 countries

68M people potentially reached

3M views on our videos