Ferrero Rocher Outdoor WOW by KINETIC WORLDWIDE, MEC London


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Industry Chocolate, Candies
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Producer Craig Leiper, Ministry Of Experience
Agency MEC London
Released December 2009

Credits & Description

Category: Ambient: Special Build
Advertiser: FERRERO
Product/Service: FERRERO ROCHER
Agency: MEC
Producer: Craig Leiper/Ministry Of Experience
Date of First Appearance: Dec 15 2009 12:00AM

Description of Ambient execution

Ferrero created magic and wonder during the festive period, reaching a young, affluent audience in an attempt to shed its dated image. Bespoke 16m tall Christmas trees made entirely from imitation Ferrero Rocher chocolates were installed in key shopping centres in the UK. The structures were suspended from ceilings and appeared to float. Locations were evaluated on the basis of footfall, shopper demographic profile, aesthetic fit and retail content. Trees were installed at Westfield London, Manchester’s Trafford Centre and the Bullring in Birmingham, each taking 30 hours to build. Smaller Ferrero trees were installed in Debenhams windows in malls and on Oxford Street, London’s main shopping district. The main activation was at London’s Westfield, where the Ferrero tree was the focal point of a gala event. At other malls the campaign was supported by digital 6 sheets. The campaign set out to change the attitudes of consumers. Pre- and post-qualitative research carried out by Ferrero amongst shoppers at the malls revealed that: +49% strongly agreed that Ferrero Rocher is a modern brand +56% strongly associated Ferrero Rocher with Christmas Combined with TV and magazine activity, Outdoor helped contribute to a 16% increase in Ferrero Rocher value. The wider Rocher range experienced a 20% increase in value during the same period.