| Title | ONE MANS LAND |
| Brand | MONDELEZ INTERNATIONAL REFRESHMENT |
| Product/Service | MARABOU |
| Category |
B01. FAST MOVING CONSUMER GOODS |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Production Company
|
FOLKE Stockholm, SWEDEN
|
Credits
| Susanna Fagring |
Forsman Bodenfors |
Account Excecutive |
| Linda Tiderman |
Forsman Bodenfors |
Account Manager |
| Adam Ulvegärde |
Forsman/Bodenfors |
Art Director |
| Leo Magnusson |
Forsman Bodenfors |
Copywriter |
| Martin Joelsson |
Forsman/Bodenfors |
Designer |
| Tobias Nordström |
Forsman/Bodenfors |
Planner |
| Åsa Hammar |
Forsman Bodenfors |
Agency Producer |
| Chimney Pot |
Chimney Pot |
Post Production |
| Filip Nilsson |
Folke Film |
Director |
| Joi Persson |
Folke Film |
Producer |
| Christian Olsson |
Christian Olsson |
Music |
| Desirée Maurd |
Forsman/Bodenfors |
Pr |
Creative Execution
The site acted as a viral hub from which visitors could send chocolate. If and when our main
character, Martin Mannela, was in the kiosk. Banners encouraged people to visit the site to find
out if the kiosk was open. If you were lucky enough to visit the viral kiosk at the same time as
Martin was in it you could claim chocolate to send to a friend. The goal was to dispatch 14 000
tablets in three weeks. A goal reached after 3 days. The site had 450 000 page views, visitors
spending in average 30 minutes.
The campaign site had 450 000 views in a week. 92 000 visitors spending in average 30 minutes
on the site. 14 000 tablets were collected in 3 days (saying this the kiosk was only open during a
very limited time each day).
In a month tablets grew 6,8 % in the tablet category and Marabou as a brand grew 3,9 % in the
chocolate category.
The communication concept, 'Spread some Mmm' is all about inspiring people to be more
generous . In both big and small actions. Chocolate is well suited for these kind of actions. Our TV
spot led the way, acting as an inspirer, stating example with a bigger gesture of generosity. The
site was all about activating people to be more generous. Through the site, Marabou enabled
people to send chocolate to friends . The target audience was drawn from both existing and new
customers.
We wanted to remind people of the value of small generous gestures and actions in daily life and
enable them to take immediate actions. The kiosk and the story behind the northern family
Mannela who received their own kiosk dramatised chocolate as the perect gift and the value of
both small and big generous actions.