MiniBis Promo, Case study CHOCOLATE TREE by Ogilvy Sao Paulo

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Industry Chocolate
Media Promo & PR, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Michel Lent
Art Director Raphael Lucone, Marcelo Bruzzesi
Copywriter Rico Lins, Eduardo Marques Porto
Released April 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: KRAFT FOODS
Date of First Appearance: Apr 12 2010 12:00AM
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Entry URL:
Chief Creative Director: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Michel Lent (Ogilvy Brasil)
Creative Director/Illustrator: Angela Bassichetti (Ogilvy Brasil)
Copywriter: Eduardo Marques (Ogilvy Brasil)
Copywriter: Rico Lins (Ogilvy Brasil)
Art Director: Marcelo Bruzzesi (Ogilvy Brasil)
Planner: Alessandra Ferreira (Ogilvy Brasil)
Account: Mah Lemos (Ogilvy Brasil)
Account: Isabela Atra (Ogilvy Brasil)
Art Director: Raphael Lucone (Ogilvy Brasil)
Media placement: Social Media - Happy Harvest (Like FarmVille) On Orkut (Brazilian Biggest Social Network) - 12/04/2010

Results and Effectiveness
More than 25 million chocolate trees have sprouted in the first week of action, impacting 100% of active users. In less than 24 hours, we had several videos on YouTube and thousands of posts in spontaneous media, sites, blogs and on Twitter.

Creative Execution
Mini-cocoa seeds were distributed to users as a daily gift from the game. 48 hours later, the surprise: the seeds turned into chocolate trees where pots of Mini Chocolate Bis sprouted. Chocolate can be planted, harvested and stolen by farmers, strengthening the brand concept - 'Trust no one'.

Insights, Strategy & the Idea
To launch Mini Bis Chocolate, mini-cocoa seeds were distributed as a gift to users of the game Happy Harvest – like Facebook's FarmVille - the most successful application on Orkut (the largest social network in Brazil). The objective of the communication was to launch Mini Bis Chocolate for ABC classes, from 18-35 years-old, who already knew and always liked the Bis brand. Orkut is the most used social network in Brazil (44 million users) and 77.33% is constituted by this public. The Happy Harvest application had never been used for a brand. To succeed in the game, the user must follow it daily. Hence the great opportunity for a continuous contact between target and client.