Integrated Lions.

Crunch needed a campaign that allowed them to reach a more adult target and boost the brand sales in Mexico.

The strategy was to turn Crunch chocolates into an instrument: the only way to get the latest album of the Mexican indie rock band Enjambre before it went on sale.

We created a digital platform for "The Crunch Download”: the first collective download of a music record enabled by a chocolate bar.

Under a simple logic: 1 Crunch = 1 kB of the album. On the website of The Crunch Download, users could scan the wraps of its Crunch chocolates and add 1kB to download the content. Whenever the weight kbps completed a song, the song was left in free download for everyone and so on until complete the album.

Results: 300,000 songs downloaded and the first Gold Record awarded without selling a single, even before it was officially launched.

During the campaign Crunch achieved and historic 4.3 SOM.

Also the brand health indicators (Q4 2014) like recommendation increased from 2 to 5 points and loyalty from 3 to 5 points.

Source: Nielsen and Brand Tracking Millward Brown

In seven weeks we also reached:

67% organic conversation.

7:07 average time spent on the website.

349, 839 organic interactions on the website.

295, 609 organic visits to the website.

340, 315 Facebook interactions.

56, 039 organic fans.

11,940,372 Facebook reach.

11.5% Facebook engagement rate.

15,147,870 Twitter reach.

8,604 new followers on Twitter.

300, 000 songs downloaded.

Source: Google Analytics, Facebook insights, Radian 6, Social Bakers, Twitter Analytics.

We created a digital platform for "The Crunch Download”: a social connected and multi-device access website.

In this platform you could scan the Crunch package, each scan was worth 1KB of Enjambre’s new record. Each time the users collectively completed the digital weight of each track, this one was liberated and offered in free download for everyone.

We started to spread the message through Twitter, Facebook, Youtube, a display campaign and PR efforts with content in order to spread the idea.

Crunch wanted to create something different, meaningful, engaging and never seen before. Having as a target, teenagers, this wasn't an easy challenge. We knew music was relevant for this target and we also knew that this generation had a great collaborative sense of being. That's why we wanted to mix collaboration, music and Crunch in one idea. Based on the insight: "I don't want to be a follower, I want special things, that make me feel unique".

That's why we tailored this idea to this specific need, and created the first collective download of a music record enabled by a chocolate bar. Besides launching the new album in a way never seen before in Mexico, we achieved the first ever Gold record without sales, even before it was officially launched.