THE CHOCOLATE BAR WITH 6,000 NAMES [video] by Ogilvy Copenhagen, Starcom Copenhagen for Marabou

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THE CHOCOLATE BAR WITH 6,000 NAMES [video]

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Industry Bars
Media Case study
Market Denmark
Agency Ogilvy Copenhagen
Creative Director Jakob Staalby
Art Director Camilla Ploug
Client Service Director Lene Hylleberg, Louise Bak Schou
Agency Starcom Copenhagen
Released January 2013

Credits & Description

Advertiser: MONDELEZ INTERNATIONAL DENMARK
Agency: STARCOM MEDIAVEST GROUP
Category: Fast Moving Consumer Goods
Advertising campaign: THE CHOCOLATE BAR WITH 6,000 NAMES
Client Service Director: Louise Bak Schou (Starcom MediaVest Group)
Account Manager: Katrine Leisby (Suzumuchi)
Digital Ad: Charlotte Boysen (Suzumuchi)
Client Service Director: Lene Hylleberg (Ogilvy Denmark)
Digital Specialist: Marco Steen Nielsen (Starcom MediaVest Group)
Graphic Designer: Michael Lauritsen (Ogilvy Denmark)
Managing Director: Pia Tandrup Hoelgaard (Ogilvy Denmark)
Art Director: Camilla Ploug (Ogilvy Denmark)
Creative Digital Strategist: Frederik Bierfreund (Suzumuchi)
Creative Director: Jakob Staalby (Ogilvy Denmark)
Execution
Our idea is that Marabou is “for every occasion,” so we changed the name on the front of the wrapper into hundreds of different reasons why Marabou was for every occasion for a true chocolate lover. In store, Marabou lovers could either find a bar with a preferred message or customize a label for their own occasion. On Facebook, we asked fans to nominate a friend to win a huge 5kg Marabou with a reason why they should win. At bus stops, we were the “Better-late-than-never-chocolate” and outside Fitness centers we were the “We’ll-just-take-a-little-piece-now-chocolate” or the “I-ate-my-broccoli-chocolate”. On the radio, the regular “5 Word Update” program encouraged listeners to talk about their own “5 Word Chocolate Update.” And with bloggers and other press talking about the bar, we received over 6,000 new names and occasions for sharing a Marabou chocolate bar.
Effectiveness
The results of the campaign were amazing! Within the first month sales were up a staggering 24%. All the campaign elements came together to create massive results both in sales and in brand engagement.Everyone was talking about Marabou amongst themselves and with the brand, posting more than 20.000 new stories, 2.300.000 earned media impressions were created (in a country of only 5.5 million!). The Marabou Facebook page achieved a 25% increase in fans during the campaign, on top of an already large and active fan group.
Strategy
Mondelez Marabou chocolate bar is an institution in Denmark. It is a chocolate bar that targets every child, mother, father, grandma and grandpa in the country. In fact, stores often keep it behind the counter because it is one of the most stolen products in the country. But as the product’s aura grew and a “sugar” tax was enacted, people seemed to forget what the experience of eating a Marabou was all about.Ask anyone if they want a piece of chocolate and very rarely you will be turned down. It’s fun to share but sometimes, it’s not fun to buy. We needed to remind consumers of all the good reasons for buying, eating or sharing chocolate. Our goal was to change the way people thought about Marabou, that it wasn’t just a chocolate bar; it was an occasion for enjoying life.