Mini-cocoa seeds were distributed as gifts to users of Happy Harvest (a game like FarmVille) on Orkut (the largest social network in Brazil). 48 hours later, a surprise: the seeds turned into Chocolate Trees where packages of Mini Bis Chocolate sprouted. Mini Bis Chocolate can be planted, harvested and stolen by farmers, strengthening the brand concept "Trust no one.".
Objective
To communicate a new product to a large audience using social network and reinforce the new brand concept: "Trust no one".
Idea
Mini-cocoa seeds were distributed as gifts to users of Happy Harvest (a game like FarmVille) on Orkut (the largest social network in Brazil). 48 hours later, a surprise: the seeds turned into Chocolate Trees where packages of Mini Bis Chocolate sprouted. Mini Bis Chocolate could be planted, harvested and stolen by farmers, strengthening the brand concept - "Trust no one.".
Results
* More than 25 million chocolate trees have sprouted in the first week of action,
* It was the first time that a brand made a product placement at Happy Harvest.
* 100% of active users were impacted.
* Players who harvested Mini Bis accumulated coins and reached the next level in the game.
CREDITS
Agency: Ogilvy Brazil
Client: Kraft Foods – Mini Bis Chocolate
Copywriter: Rico Lins, Eduardo Marques
Art Director: Marcelo Bruzzesi, Raphael Lucone
Chief Creative Director: Anselmo Ramos
Executive Creative Director: Michel Lent
Creative Director: Angela Bassichetti
Illustrator: Angela Bassichetti
Social Media Planner: Alessandra Ferreira
Account: Mah Lemos, Isabela Atra
Aproved by: Mariana Perota, Fabio Pucci
Keywords: chocolate, chocolate tree, mini bis, minibis, bis, facebook, orkut, happy harvest, colheita feliz, colheita, farmville
The TV Commercial titled THE CHOCOLATE TREE was done by Ogilvy Brasil advertising agency in Brazil. It was released in the May 2010.
