The creative for campaign leveraged Milka's Moments of Tenderness tag, encouraging shoppers to collectively share a moment of tenderness. Through a gamified experience shoppers would first learn about the ingredients and combine them together with their fingers on screen; to complete the final level (and get the chance to win a vacation package), they would need to interlock fingers with a friend, or even a stranger, to recreate the Milka chocolate bar, sharing the brand’s iconic “moments of tenderness”. Consumers were then encouraged to scan a WeChat code and share a photo through social channels.

The gamified Milka experience was delivered (over-the-air) through a media network of 7,000 touch screen playSpots located in high footfall retail outlets in 130 cities across China. The campaign was monitored in real-time giving Mondelez live data of the campaign's performance. The campaign ran between the 1st October - 31st October 2016.

The Milka campaign delivered the following results:

- 12.4 Million shoppers engaged, making it the largest ever in-store experiential campaign

- 299 Million Milka brand exposures on screen

- 6.9 Million interactions were initiated (2.3% CTR)

- 2.8 Million interactions were fully completed

- 72,000 Shoppers scanned the WeChat code

- 23,396 surveys were completed (in just two days on touch screen network) post-campaign showing 118% increase of purchase intent; 26.1% of respondents selected Milka as the best chocolate compared to 7.6% pre-campaign

- Sales of Milka saw a marked increase