Brand Experience and Activation > Product & Service

TERRA CHIPS FLAVOUR GENERATOR

WIRZ/BBDO, Zurich / BISCHOFSZELL NAHRUNGSMITTEL / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

With varieties like ‘Fondue’ and ‘Swiss Roots’, the TERRA Chips brand stands for fun experimentation with flavours. The aim of the campaign was to enable the target group to experience the fun of creating flavours for themselves.

Effectiveness

The participants themselves experienced the fun of experimenting with flavours. Overall, users submitted a total of 12,650 flavours. During the campaign, there were 13 times as many hits on the TERRA Chips website as in the entire previous year. Over 30% of these were generated by Facebook shares. The campaign resulted in a 43% increase in sales and TERRA was allocated 15% more shelf space at stores.

Implementation

We put together an online tool that enabled users to create their own TERRA Chips flavours. We gave them 100 different virtual ingredients, which they could combine in the amounts and permutations of their choice. The tool transformed each creation into a unique flavour image. In the course of a process lasting several stages, the 2 best entries were selected and then produced for sale. The first phase of the campaign consisted of online voting, when the community chose its top 50 flavours. Participants could use social media to canvass votes. In phase 2, an expert jury selected the top 5, which were then presented at the POP for tasting by the general public, who voted for the best 2.

Relevancy

By experimenting with ingredients and flavours, participants in the campaign became ambassadors for the TERRA brand. They played an active role in the creation of new flavours and experienced the brand's creativity in a fun way for themselves. The users created something they shared and which they enjoyed talking about. They used social media to generate additional users from their circle of friends and to canvass for votes.

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