Ferrero Rocher DM HELLO KIDS PHONE LINE by The Secret Service

Adsarchive » DM » Ferrero Rocher » HELLO KIDS PHONE LINE

HELLO KIDS PHONE LINE

Pin to Collection
Add a note
Industry Candies
Media Direct marketing
Market Romania
Agency The Secret Service
Illustrator Noper
Released April 2013

Credits & Description

Advertiser: FERRERO ROMANIA
Agency: THE SECRET SERVICE
Category: Fast Moving Consumer Goods
Advertising campaign: HELLO KIDS PHONE LINE
Strategy Director: Adina Sorescu (The Secret Service)
Illustrator: Noper (The Secret Service)
Account Manager: Alina Cranga (The Secret Service)
Group Brand Manager: Camelia Dau (Ferrero Romania)
Art Director/Illustrator: Dragos Gheorghiu (The Secret Service)
Copywriter/Creative Director: Mihai Ene (The Secret Service)

Client Brief Or Objective
KINDER SURPRISE featured the Space Mission collection. Not a famous franchise but their own creation. Our task was to make it famous & desirable mainly among the usual consumers. Attracting new consumers would be a plus.In order to achieve it creating entertainment for kids was the key.How do we make children believe in stories? We make the stories real. We engage the children.For the first time we gave children the chance to get in touch with the surprises inside the chocolate eggs way prior to moment of popping them up.

Implementation
We opened a phone line where kids could call and talk to the Space Mission's characters of their choice and learn about them and their adventures. Imagine they could ask the characters any question and would get an instant custom answer. Now that's something to chat about with your parents and friends at school. We wanted to bond children with the collection's characters in order to raise interest and induce trial. During daytime the IVR phone line was operated by actors who provided kids with educative info about the Space. Night time was covered by recorded stories.

Execution
Kids are curious. Kinder Surprise is all about curiosity. It's about kids' desire to pop up the surprises. Kinder Surprise is an emotional experience. And its communication has to be surprising. Therefore we created a surprising emotional experience.We mingled with the consumers: fully functional special phone booths were installed in hypermarkets, hostesses stamped kids with characters' phone number to last for days, we also advertised it on TV and on Kinder Surprise website & Facebook page. A short series of animated stories was produced and distributed online in order to spread the news about the collection and the live phone chat.

Outcome
Kinder Surprise proved once again its reputation of master of surprises.The joy in the kids' voice on the phone was priceless. The average call: 4 minutes10.742 valid phone calls were made in 2 months.30 hypermarkets nationwide hosted the phone booths over week ends.36% of the calls were made at night proving parents put their kids to sleep using the Space Mission phone line.Bonding kids with surprises was worth it: daily sales doubled and the Space Mission collection became famous. The phone line was turned by the client into a must have tool for future collections.