Our campaign collected results never seen before: 500 000 visits on the website, 2min15 average time spent per visits and more then 95 000 sharings on social networks. Our Communication achieve different goals as for example popularity, with more then 700 articles about Milka’s last square in over 117 countries, potentially reaching 70 million people. We also collected some astonishing business results, as more then 220 000 square sended and 1,3M € earned media.

The main missions of the media team were to convey this powerful insight (would you share your last square or not) and lead people instore to discover our special packaging in order to send people on the website to make their choice.

To let people experience the brand’s message “dare to be tender” we decide to use our product itself as the main media of our strategy.

It obviously starts in store with a unique product design that has require almost a year of work to chain the manufacturing process.

At the end, 3 million tablets with a square missing were produced. All of them corresponded to a code allowing the buyer to go on the dedicated website (www.lederniercarre.fr) to make his choice (claiming back or offering it). The website was also adapted on mobile and tablets to maximize the experience.

Our aim was communicate the brand’s message “dare to be tender”. We didn’t want to just make a film or an advertising like others, we really wanted to give to consumers the possibility to embrace the brand message and live it in the most sweet and altruistic way.

The goals behind this operation and powerful insight were clearly to reinforce Milka’s brand image and awareness, differentiate the brand from its competitors and reinforce people’s engagement with the brand.

Besides the traditional Milka’s target (family and kids) the campaign really talked to everyone: from the chocolate lovers to the people who basically wanted to express tenderness to someone they care.

Indeed, the last square insight is really something people commonly share and the numerous reactions and debates this operation has launched is a great proof of this.

Thanks to this operation, we succeed to touch people and it was very pleasing to see people trying to convince others to be tender instead of declaring that there is nothing more precious than their last square.