Cannes Lions

TENDER CHAIN

DAVID, Buenos Aires / MONDELEZ INTERNATIONAL / 2014

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

We designed an incomplete energy circuit placing Milka’s purple cow on one end and a chocolate vending machine on the other end. The only way to make the machine work was to form a line of people holding hands. They would conduct electricity to activate the machine which gave out chocolate bars for everyone.

Outcome

More than 15,000 people took part in the activation.

More than 2,000,000 views in Facebook and YouTube.

It became the most liked and shared video in the brand’s history.

Brand awareness increased by 17%.

Consumers asked for it and now the experience is traveling across the country.

Even though the experience had awareness objectives, for return on investment purposes we can point out this comparison: the cost of building the experience was less than the cost of hiring a Billboard for 1 week in the same locations where we set it up. And it also paid itself in earned media.

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