Kinder DM ORIGAMI SPACE SHIP by The Secret Service

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Industry Chocolate
Media Direct marketing
Market Romania
Agency The Secret Service
Creative Director Mihai Ene
Art Director Dragos Gheorghiu
Copywriter Mihai Ene
Illustrator Dragos Gheorghiu
Released January 2013

Credits & Description

Category: Special Build
Advertising campaign: ORIGAMI SPACE SHIP
Art Director/Illustrator: Dragos Gheorghiu (The Secret Service)
Account Manager: Alina Cranga (The Secret Service)
Strategy Director: Adina Sorescu (The Secret Service)
Copywriter/Creative Director: Mihai Ene (The Secret Service)
Group Brand Manager: Camelia Dau (Ferrero Romania)

Usually hostesses approach the prospects.This time was the other way around. Parents and kids came and asked the hostesses for the Kinder Surprise flyers.We raised kids' interest in the Star Wars collection from Kinder Surprise by giving them relevant a paper crafted toy to play with.90.000 flyers distributed in 78 hypermarkets in 27 cities. The origami flyers were actually folded by hand. It took 60 people working in 2 shifts and 10 days to complete the mission.And we've helped the flyer live longer and happier.

Flyers die young. It's a tragic common fact. They end up on the floor or in the garbage cans the minute they're handed over to prospects. It's wasted paper. We wanted to save ours from such a cruel destiny and make it stick to people's hands in order to deliver the message straight to the kids that would benefit from the flyer. The client wished for a response rate that would double the average sales.The solution was an appealing piece of communication that would involve kids in the Star Wars experience. Something parents would pay attention to, as well.

Why not making a toy to complement the Star Wars characters inside the chocolate egg? What do they use for transportation?We created a simple, yet spectacular flyer: an origami Star Wars space ship. An unusual in-store appearance that got under the kids' skin right away and also a relevant teaser for the collection. A return to the basics.We made sure that looking like that the flyer would be taken home by parents in order to be offered to their kids as a short life toy. And so we would reach our target. Kinder Surprise proved once again its reputation of master of surprises.

Client Brief Or Objective
We had to develop a flyer to sustain the in-store activites meant to promote the Star Wars collection in the Kinder Surprise chocolate eggs along with a promotional mechanic.The target consisted of parents and their children. We were supposed to remind the regular customers that Kinder Surprise was featuring the Star Wars collection as well as informing potential customers about it.