Title	MIKADO STICK
Brand	MONDELÉZ
Product/Service	MIKADO
Category	A05. Product Launch/re-Launch or Multi-Product Promotion
Entrant Company	ROMANCE Paris, FRANCE
Advertising Agency	ROMANCE Paris, FRANCE
Media Agency	CARAT Coubevoie, FRANCE
Production Company	STANDARD FILMS Paris, FRANCE

Name	Company	Position
Alexandre Hervé	Romance	Executive Creative Director
Alexander Kalchev	Romance	Executive Creative Director
Alexis Benbehe	Romance	Art Director/Copywriter
Pierre Mathonat	Romance	Art Director/Copywriter
Gautier Fage	Romance	Art Director/Copywriter
Julien Bon	Romance	Art Director/Copywriter
Sophie Mégrous	Romance	Agency Producer
Christophe Lichtenstein	Romance	Account Director
Marie-elise Archambaud	Romance	Account Manager
Anne-marie Gibert	Romance	Pr Director
Audrey Depommier	Romance	Communicty Manager
Romain Roux	Romance	Planner
Caroline Baume	Mondelez	Advertiser Supervisor
Romain Levy	Standard Films	Director
-	Studio 5	Sound Production

The Brief

Mikado King, the Mikado with twice as more chocolate was launched 2 years ago but suffers from a lack of reputation because of the Mikado Classic. We decided to fire a huge public reaction around the brand and using it to orient the attention on the Mikado King. So we simply got rid of the best part of the Classic Mikado: the chocolate. By doing that, we make people remember how much they loved it. We let people claim it back on the social networks, and fed the conversation by answering them with live creations. Then we revealed that the chocolate was not gone: it just was on the Mikado King.

Campaign Success

Day 1 Launch of the Mikado Stick on Facebook and Twitter. Billboards and viral films helped convince people that Mikado Sticks were really going to exist. Day 2 We fed the conversation with hundreds of real time creations and answers, which increased the contagion of our campaign. #MikadoStick became the trending topic in France. Day 3 Mass media started covering the story and one of France’s biggest radio show host launched a counter hashtag : #AMikadoWithoutChocolateIsAsDumbAs, asking his 6 millions daily listeners, to rebel against this awful new biscuit. It was taking over Twitter becoming the first most talked topic in France (the second being #MikadoStick) and third most talked about topic in the world! Day 4 The reveal. We sent hundreds of Mikado Stick boxes Mikado King being hidden inside to majors influencers with the catchphrase “Now you know where all the chocolate went”. After opening these boxes, they all immediately shared the news to their millions of followers. New billboards and a final film were released.

Describe the success of the promotion with both client and consumer including some quantifiable results

With our activation campaign, we make people remember how they loved chocolate, and push them to try Mikado King, which have twice more of it. By answering to the people who reacted, we create a strong link between Mikado and the consumers: the brand was praised by lots of them. - 2 million € of earned media - 12 million people reached - 16000 tweets mentioning the brand - More than 1 000 responses and 200 live creations produced in real time by our social media team, greatly increasing the engagement rate of the campaign (7% VS an average standard of 1 to 2% on Twitter; 13,5 VS 3 to 4% on Facebook) - 230 articles written about the operation - Several TV channels and radio stations in France relayed the campaign - Mikado King’s sales increased by 30% - The campaign also had an effect on the brand’s other products: The sales went up by 15% - Our French Mikado client became Mikado’s Brand Manager for Europe

Explain why the method of promotion was most relevant to the product or service

The goal of our campaign was to re-launch the Mikado King, the Mikado with twice as more chocolate. With little money we could not rely on paid media to achieve our goal and had to find a clever way to communicate. So we choose to promote a fake Mikado, without chocolate, to make people remember how much they loved it. Our campaign was split in two key parts: - The teaser: we announced the new biscuit on Facebook and Twitter, supported by few billboards and 3 viral films. People immediately claimed the chocolate back, and expressed their love for chocolate. By getting rid of chocolate, we make people want it more than ever. - The reveal: after three days of protests, it was the perfect moment to announce that all the chocolate just went on the Mikado King, with new posts on social media, new billboards and on last viral film. The week after the campaign, Mikado King’s sales increased by 30%.