THE MOST SURPRISING SURPRISE
| Title | THE MOST SURPRISING SURPRISE |
| Brand | FERRERO |
| Product/Service | KINDER SURPRISE |
| Category |
C01. Fast Moving Consumer Goods |
|
Entrant Company
|
HAVAS PROVIDENCE BELGIUM, BELGIUM
|
|
Advertising Agency
|
HAVAS PROVIDENCE BELGIUM, BELGIUM
|
Credits
| Stephane Daniel |
Havas Providence |
Creative Director |
| Hugo Battistel |
Havas Providence |
Creative Director |
| Alexandre Guenet |
Havas Providence |
Art Director |
| Christophe Delarsille |
Havas Providence |
Art Director |
| Kelly Ferris |
Havas Providence |
Project Manager |
| Barbara Van Huis |
Havas Providence |
Account Director |
The Brief
The challenge:
For 40 years, Kinder Surprise has given all kinds of surprises. How can we surprise the children again with this famous egg?
The strategy:
For Kinder Surprise 40th anniversary, we decided to give parents the means to surprise their kids.
Campaign Success
For Kinder Surprise’s 40 years anniversary, we organised this incredible surprise for 3000 fans in Belgium.
The mechanism:
We launched the campaign with TV spots, social media and points of sales ads announcing this surprise and explaining the way to get it.
First, people had to buy a Kinder Surprise pack, try their lucky code on a facebook app and find out if they had won one of the 3,000 personal figurines.
Then, winners just had to send us a picture of their child and our 3D printers performed their magic.
Next, we put the personal figurine in a surprise egg and shipped it to the parents. And they just had to give it to their child, and watch their reaction…
Describe the success of the promotion with both client and consumer including some quantifiable results
The results:
Earned media coverage worth 200 000 euros: people and media talked about Kinder Surprise as a modern brand, still able to surprise kids of today.
+16% sales increase compared to the same period last year.
Explain why the method of promotion was most relevant to the product or service
The idea:
Imagine the reaction of a child if he would find a figurine of himself when he opens a Kinder Surprise egg.
Promotional elements:
- promotion organised for Kinder Surprise 40th anniversary
- created to drive parents to the selling points and increase kinder Surprise sales
- based on a contest