Direct > Use of Direct Marketing
FORSMAN & BODENFORS, Gothenburg / MONDELEZ INTERNATIONAL / 2014
Overview
Credits
ClientBriefOrObjective
The communication concept, 'Spread some Mmm' is all about inspiring people to be more generous. In both big and small actions. Chocolate is well suited for these kind of actions. Our TV spot led the way, acting as an inspirer, stating example with a bigger gesture of generosity. The site was all about activating people to be more generous. Through the site, Marabou enabled people to send chocolate to friends . The target audience was drawn from both existing and new customers.
Execution
We wanted to remind people of the value of small generous gestures and actions in daily life and enable them to take immediate actions. The kiosk and the story behind the northern family Mannela who received their own kiosk dramatised chocolate as the perect gift and the value of both small and big generous actions.
Implementation
The site acted as a viral hub from which visitors could send chocolate. If and when our main character, Martin Mannela, was in the kiosk. Banners encouraged people to visit the site to find out if the kiosk was open. If you were lucky enough to visit the viral kiosk at the same time as Martin was in it you could claim chocolate to send to a friend. The goal was to dispatch 14,000 tablets in 3 weeks. A goal reached after 3 days. The site had 450,000 page views, visitors spending in average 30 minutes.
Outcome
The campaign site had 450,000 views in a week. 92,000 visitors spending in average 30 minutes on the site. 14,000 tablets were collected in 3 days (saying this the kiosk was only open during a very limited time each day).
In a month tablets grew 6.8 % in the tablet category and Marabou as a brand grew 3.9 % in the chocolate category.
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