META CHOCOLATE MARKETING

META CHOCOLATE MARKETING

LESSON FOR MARS: -This is a well executed campaign that spreads good feeling around the brand and enables consumers to experience the brand promise (tenderness) using the product

itself as the media. Yet, it requires a change in the manufacturing process of the bar so does not really work with Mars marketing principles.

-There is a slight risk that some people buying a bar might be unsatisfied when the chocolate runs out a square too early – purely because he/she would expect a

consistently positive experience every time he/she buys it.

-Given that redemption rate for promotions is low in our region, we would perhaps need a much faster and less complicated activation process – “Say It With Galaxy”

would be a better example.

http://www.youtube.com/watch?v=H6NWTJyWHqc

Visuals: Le Dernier Carré (“The Last Square” in English) The Challenge/Insight:

The Milka chocolate brand has been the icon of tenderness, always and always. This year, it

decided to reinforce the brand’s “Dare to be tender” message and do something a little different

than other chocolate players. Based around the insight that the last chocolate bite is the best one

of a chocolate bar, Milka took out the last squares from over 13 million Milka chocolate bars and

challenged people in France to dare to be tender by giving the last square of their chocolate bar

to a loved one.

The Idea:

As part of the “Last Square” campaign, Milka produced chocolate bars with only 23 of the typical

24 squares. Eaters then had the choice: They can either claim the last square for themselves or

send it to someone they care about. To make the choice, chocolate lovers go to LeDernierCarre.fr

and enter the code found on the inside of their Milka bar packaging. If they choose to pay the

square forward and send it to someone they care about, they can attach a tender personalized

message to the chocolate. An individually wrapped square will then be delivered, along with the

message, to the recipient of their choice. If the buyer claims the chocolate for himself or herself,

presumably the square is sent along in the same manner, sans messaging. To produce these

bars, Milka had to redesign its manufacturing process, knocking out a small section of each

chocolate grid. The brand is clearly committed to the campaign, since it promises to produce over

10 million of the the one-square-short Milka bars.

The Impact:

No business results in the market. However, the campaign received a lot of media attention due

to the message the marketing was promoting among consumers – the act of “giving”.

Furthermore, the campaign received trade and business press coverage as the marketing

strategy meant altering the product production process of Milka bars in the factories.

Milka Challenges People In France To “Dare To Be Tender”

Chocolate Bar Drops A Square And Lets Customers Send It To A Loved One

META CHOCOLATE MARKETING

McDonald’s Arabia Continues To Celebrate Family Time

Every Minute With Family Is Precious. SEPT 28. A DAY OFFLINE - PHONE VAULT

Visuals:

LESSON FOR MARS: -This is a great example of a brand hammering on the same strategic direction and embracing a long-term mindset (Family Time: Sept 2011-Present).

-It is important to note that McDonald’s logo doesn’t appear until the very end of this TVC and there is no McDonald’s product seen at all. The focus is totally on the

benefit of being together with the family throughout the whole copy, which is vague in terms of showcasing the role of the brand plays in helping to contribute to “family

time”.

The Challenge/Insight:

McDonald’s has long been creating awareness of the importance of spending quality time together

with the family. Based around the insight that nowadays people have become obsessed with

technological devices to the point where many no longer enjoy the simple act of spending time with

the family, McDonald’s introduced “Family Time Forever” in September 2011 through a 45-second

TV spot, which aired across the Gulf region and was supported by print ads, outdoor, in-store

activity and digital activity via the McDonald’s Arabia website. The TVC showcased children pulling

parents away from work, meetings and phones to spend time with them, completing the circle of

McDonald’s as a quick way to enhance a free moment to an active facilitator of family moments. As

part of the campaign, McDonald’s Arabia website was sharing ideas on how to create meaningful

family time. This time around, after 2 years, the challenge was to refresh and amplify the creative

campaign while delivering the same brand promise – facilitating quality time with the family.

The Idea:

On September 25, 2013, McDonald’s introduced a 60-second (1 full minute) TVC that showcases

children counting from 1 to 60 and asking parents whether they’ve got a minute for them in the end.

What this TVC aims to do is to highlight the simple fact that every minute counts. McDonald’s

Arabia acknowledges the fact that family time doesn’t have to come in big chunks of time and that it

in fact can come in every little nook of time – it can be squeezed into short minute-long simple

games and activities here and there (e.g. in the car on the way to school, while grocery shopping,

while washing the car). It is not the number of minutes that parents spend with their kids that is

important, but rather, the quality of those minutes that matters.

The Impact:

- 250,000 phone vaults were given out and interacted with. - 660,000 participated on the day

- 50+ blogs. 85 Magazines + newspaper articles. - 50 million impressions delivered http://www.dubailynx.com/winners/2013/direct/entry.cfm?entryid=1197&award=3

META CHOCOLATE MARKETING

Pepsi Arabia Goes Beyond The Surface Level For The Holy Month Pepsi Brings Back To Today The

Cherished Ramadan Spirit Of Yesterday

Visuals:

LESSON FOR MARS: -This is a great example of a brand understanding what’s truly meaningful to consumers in the holy month of Ramadan and participating in the Ramadan spirit while

remaining true to its brand story (“Live For Now”).

-How can we make the best use of “activation” to bring our Ramadan story to life?

-“Today’s Riddle” is a great tool to keep the audience excited and engaged over a long time period throughout the season.

The Challenge/Insight:

Since Ramadan is the “month of tradition” in the Arab world, traditional beverages such as home-

made karkade, tamr hindi and kamar el din are the beneficiaries of the dramatic seasonal increase

while the rest of the category including Pepsi faces a potential significant annual decline. Unable to

remedy the functional beverage disconnect during Ramadan, it was imperative for Pepsi to seek

out a powerfully relevant emotional territory in order to create a seasonal platform that would

connect the brand with consumers.

The Idea: By drawing on the nostalgic memories, experiences and emotional values of family

gatherings, Pepsi invited consumers to experience the true holiday joy as they first remembered it

and the way they long for it to be again. The 3 minute long TV spot brought back to today the

cherished Ramadan spirit of yesterday. The brand took people back to a time everyone seems to

remember as the “good old days of Ramadan”. To do that, they used legendary icons such as

“Nelly”, “Fattouta”, “Boogy & Tamtam”, and “Ammo Fouad”. The campaign was launched

simultaneously on ground, online and on TV. The icons became the stars of tents and cafes,

featured on light boxes, lanterns, mockups and billboards. Moreover, Pepsi revived the long-lost

riddle tradition and engaged consumers with riddles every day, all for the charitable cause of

bringing joy to orphaned children. Every day, a single riddle would reach consumers through digital

billboards, radio, TV and social media.

The Impact: No business results in the market. However, the content drove over 4.9 million visits

to Pepsi platform in only a few weeks and generated the highest engagement level with branded

content in the MENA region. Achieved over 100% more likes in 2 weeks than Pepsi has received in

an entire year in 2012, with 422,000 likes on Facebook as of July 31st. 55,000 comments online as

of July 31st. Over 5.3 million views on YouTube in less than 2 weeks by point of submission,

trending towards 12 million views by the end of the campaign. Moreover, the number of riddles

answered brought together over 1 million children a joyous Eid.

https://www.youtube.com/watch?v=nY6EVjusFHA&list=PLLYXVX4a53je_cieNkEiuB61cyug85Ofa

&index=1

META CHOCOLATE MARKETING

Stimorol South Africa Introduces A True Party In Your Mouth

Universe’s Most Indulgent Gum Gets A TV Commercial To Match

LESSON FOR MARS: -This is a great example of a brand launching a new product range while remaining true to its brand identity.

-Absurdity helps brands to stand out in advertising; yet we there is a fine line between inspired absurdity and forced weirdness.

The Challenge/Insight:

Stimorol, South Africa’s leading chewing gum brand, has been on a mission to liberate the

fun for consumers in everyday mundane moments. Recently in June 2013, the gum brand

communicated its new communication platform “See What Unfolds” and set the scene for

all communication going forward for the brand. One of the latest executions was about

turning “Mondays into Fun Days”. A Stimorol news segment invaded TV screens and radio

stations every Monday with quirky content and cool competitions running all year.

Consumers would stand a chance to enter “Fun Double” competition and win tons of fun

along the way. In July 2013, the challenge was to launch the new product range, “Stimorol

Sensations”, while maintaining the new fun outlook on life (“See What Unfolds”).

The Idea: Stimorol Sensations, which appears to be very similar to Trident Layers, hit

shelves nationwide on July 1, 2013 in two delicious fruity combinations, “Strawberry and

Citrus” and “Peach and Mango” and claimed to be the most indulgent gum in the universe.

The launch brought to life indulgence in the well-known tongue-and-cheek nature that

Stimorol has long been loved for. In the 38-second TV spot, an office drone pops the

layered gum, slips away into an indulgent fantasy of synchronized swimmers and fruit

waterfalls that cop a feel, and walks across water to play a saxophone duet with a parrot.

The whole spot was put together using an indulgent set that included 30 tons of pink goo.

The Sensations range was launched with a fully-integrated campaign, which included print,

online activations, and PR elements.

The Impact: With this campaign, Stimorol attracted many instantly and received massive

media coverage. However, no business results in the market yet. http://www.youtube.com/watch?v=uMdWphCxd6U

META CHOCOLATE MARKETING

Orlando Bloom Is Made The New Brand Ambassador Of Magnum Ice Cream In Turkey

Magnum Invites Women To Discover Their Different Sides With The New Magnum Pink & Black

LESSON FOR MARS: -This is a great example of a brand staying true to its premium tonality (e.g. premium cast, premium launch events) and embracing a long-term consistency with its celebrity

endorsements (e.g. from Eva Mendes to Rachel Bilson, from Kivanc Tatlitug to Orlando Bloom).

-Magnum was able to build buzz through a variety of touch points across traditional and digital formats. How can we make the best use of a “multi-channel” approach?

-Giving people the chance to change the color of the city is a unique brand experience that engages people; however, leading it with Twitter would perhaps generate a limited reach.

-Portrayal of stereotypical sides of women may lead to dislike and/or rejection. Perhaps Magnum women’s different sides could have been brought to life in a nicer way

The Challenge/Insight:

Magnum has long been the icon of pleasure, but it needed to refresh its creative platform while

introducing its new limited edition Magnum Pink and Magnum Black for summer 2013. Last year,

Magnum’s communication was centered around a male brand ambassador (Turkey’s top model

and actor Kivanc Tatlitug – known as “Muhannad” in the Arab World); and before then the brand

endorsed Rachel Bilson, Benicio Del Toro, and Eva Mendes. This year, Magnum again announced

a new ambassador – Orlando Bloom – and, based around the insight that women get into different

personalities depending on the moment they are in, Magnum wanted to invite women to discover

their different sides with the new Magnum Pink & Black.

The Idea: Magnum launched its first TVC in April 2013, which was followed by its mini pack and

promo spots. All spots were centered on exploring different sides of women’s personality

depending on what moment they are in. While Magnum Pink aims to bring out women’s amusing

and sexy side, Magnum Black is designed for the more sophisticated and elegant side of women’s

personality. The good thing is that both become one for Magnum woman. As part of the campaign,

Magnum kicked off an activation with the Pink & Black Fashion Show at Esma Sultan Palace

(located at the Bosphorus) and invited Turkish consumers to vote and change the color of

Bosphorus landmarks in Istanbul via the Twitter poll #IsIstanbulPinkOrBlack, which was designed

to drive mass awareness for the big launch and was supported via TV advertorials, print ads, radio,

and digital media. As part of the promotion, Magnum asked consumers to SMS the codes in their

Magnums to 2992 to enter the draw to win one of the pink and black Porsches. Following the

TVCs, Magnum also ran a digital campaign in August 2013, in which Orlando Bloom described

different sides of Magnum woman in the beautiful landscapes of Turkey: “She is smart, attractive

and always a winner while seeking pleasure. She is beautiful in every single way”.

The Impact: Magnum brand rand awareness increased from 89% to 97%. In addition, Magnum

market share increased from 89.9% to 91.9%.

http://www.youtube.com/watch?v=8tgKAS_OB0A&feature=c4-

overview&list=UUsaLirSGBgjtR2CYIqDI_Cw

http://www.youtube.com/watch?v=yoEArxsqjM8

https://www.youtube.com/watch?v=nDWMm-KY0sU

META CHOCOLATE MARKETING

Nissan – Speed Personified

Visuals:

LESSON FOR MARS: • Medium is the message: Adapting the key message of speed through each of the mediums was an interesting way to express a key brand attribute.

• Opportunities for Mars to be contextually relevant in spaces around occasions may help overcome barriers of not relevant for and don’t think of it

THE CHALLENGE & INSIGHT

• In the Middle East young men want their car to either go off-road or go fast.

• With its unique design the Nissan 370Z is a sports coupe is built for speed. Both ingredients

should be attractive to young men across the region. However, test drive requests dropped

resulting in a 38% decrease in sales. At a 2% category growth, it was evident that Nissan was

losing market share.

THE IDEA

• Nissan focused their campaign on a single idea - to give their TA the feeling of driving a Nissan

370Z from 0 to 100km/h in 5.5 seconds

• Nissan’s communication strategy was to incorporate a speed element in every touch point (TV,

Digital, Magazines, SMS & Smbien) For example:

• TV: 5.5 sec TVC

• Print: Bellyband that linked to page 100.

• Mobile: 3 step SMS campaign that caught you off guard receiving a message that read

“dear driver you were spotted going 0 to 100 KM in 5.5 seconds. Followed by “you wish.

You could if you were driving a Nissan 370Z. To feel it, reply “y” for yes”

THE IMPACT

• Perception of Nissan 370Z on the parameter of “Speed” increased from 24% to 45%, much

above the targeted 34%

• 3,554 leads were generated (18.4% higher than objective)

• 349 test drives taken (66% higher than objective & 128% increase vs same period previous

year)

• 9% increase in sales (5% higher than objective)

• Market share increased from 8.3% to 10.8% (30% higher than objective) http://www.dubailynx.com/winners/2013/media/entry.cfm?entryid=557&award=3&order=0

&direction=1&page=1#nav-prizes

META CHOCOLATE MARKETING

Samsung – Smart Phone Line

Visuals:

LESSON FOR MARS: While it is interesting how Samsung drove earned reach through via social media. We understand that it is a unsustainable model for reach or growth.

However, there are couple of lessons that can be taken away

Online and Offline connectivity (billboard changing in real time) at the location is an interesting way to drive interest on-ground. It could be interesting to test a similar

execution in-market or in-store to overcome the barrier of don’t see it.

A lot of the reach came through the TV coverage of the on site execution. During key activations, how can Mars drive reach via PR.

THE CHALLENGE & INSIGHT

Success in the smart phone market is based on things such as hardware, software, pricing,

usability, etc. However the hype around a product launch can go a long way in determining the

products ultimate success. Over the years Apple has become masters of the product hype

through a well crafted PR blitz that started with product teasers online and ended with long lines

outside their retail outlets.

Samsung needed to launch the S4. The phone was highly spec’d and met all of the technical

requirements to lead the category. The next challenge was to build hype around the launch in

order to give it the best chance for success.

THE IDEA

• Their idea was to use the Apple playbook, but with a twist that let their fans launch their new

phone. They’ve created a virtual smartphone line up where consumers can promote the new

features on FB & Twitter

• The more each one created buzz through social media (friends liked, reposted, re-

tweeted, commented and shared these features), the further up the line they moved to get

the first S4 in the country (they didn’t have to stand outside)

• The virtual smartphone line was broadcasted live on a massive electronic billboard turning the

virtual queue into real world line. The billboard also interacted with people onsite.

THE IMPACT

• 12,000 people joined the line

• 85,000 stories shared to over 30 Million people

• Organic reach of 15 Million people

• Market share has grown to 12% http://activationideas.com/

META CHOCOLATE MARKETING

BlackBerry - The Satire Revolution

Visuals:

LESSON FOR MARS: • Select YouTube channels can generate significant reach and should continue to be incorporated in reach based planning

• Branded content has been traditionally viewed as a TV activation, but this idea changes that dynamic. Content creation on the web can be just an impactful and can be

done more efficiently and with less restrictions.

THE Challenge & INSIGHT

The draconian censorship laws have propelled Arab youth to platforms like YouTube because it is

a window of free expression. You Tube is a place where Arab youth are experiencing their own

kind of uprising - a cultural revolution driven by satire - fuelling the appetite for locally produced

content led by young Arab talent who are using humour to challenge the status quo by making fun

of issues considered taboo by the mainstream.

THE IDEA

Meet Omar Hussein, the Jon Stewart of the Arab world and creator of the satire YouTube-based

show ‘Al Tayer’ (‘On The Fly’ in English). He calls the show a “socially responsible comedy”

For the first time in the Middle East, the Arab youth were invited to be part of a YouTube show –

weaving BlackBerry into a 1.5 minute segment of Omar Hussein’s 7-minute show called

“HaroBnaro”.

BlackBerry partnered with the show to offer youth a unique opportunity to co-create the content of

the show with Omar himself. For 12 episodes, Hussein engaged with fan’s messages from his own

BlackBerry device and responded in his own inimitable sarcastic style.

Blackberry built a mobile app that allowed fans to submit topics, messages, requests, questions

and ideas for the show. They could also access exclusive content, fan video replies, behind the

scenes footage and watch the show.

THE IMPACT

• Number 1 BB application in KSA after 12 Episodes

• Youtube: 13.5 Million Views of the “Haro Bnaro” Show – 63,000 Comments and 354,000 Likes

• Brand Preference increase by 5%

• Increase of total Mobile access from BB devices from 7% to 30% when the exclusive app was

launched

META CHOCOLATE MARKETING

Heinz launches Flavoured Beanz

Heinz teams up with food architects Bompas and Parr to create a specialised taste experience

Visuals:

LESSON FOR MARS: • Creating theatre around the product engaged media and consumers

• Working with experts adds credibility to the product and creates a hook for media

• Delivering exciting imagery enhances the coverage output

The Challenge/Insight:

Drive sales of the new ‘Flavoured Beanz’ range from Heinz targeting the younger audience

of taste adventurers.

The Idea:

Following research that one sense can have a profound effect on another, Heinz secured a

partnership with food architects Bompas & Parr, known for creating spectacular food

experiences with technology. Bompass and Parr created a bespoke bowl to match each of

the flavours within the range and with each bowl came a bespoke spoon which played

specific music to add to the experience. Heinz Beanz Curry Flavour Experience: The bowl

took inspiration from the forms of piles of spice and sand dunes. The musical spoon

included the sounds of typical Punjabi Bhangra.

The Impact:

40 top national, broadcast and consumer press received a Flavour Experience; with one-

to-one briefing sessions held with gold tier media. Photography and video content was

distributed to hand-picked outlets. Leveraging social media channels, a Facebook

competition was created offering Heinz Beanz super fans the exclusive chance to win one

of the Heinz Beanz Flavour Experiences.

The multi-sensory story generated mass awareness including: 36 items of coverage

including a piece on HuffingtonPost.com 10,460,711 Twitter users The video, uploaded

on YouTube, gained over 4,000 views