Objective: To communicate a new product to a large audience using social network and reinforce the new brand concept: "Trust no one". Idea: Mini-cocoa seeds were distributed as gifts to users of Happy Harvest (a game like FarmVille) on Orkut (the largest social network in Brazil). 48 hours later, a surprise: the seeds turned into Chocolate Trees where packages of Mini Bis Chocolate sprouted. Mini Bis Chocolate could be planted, harvested and stolen by farmers, strengthening the brand concept - "Trust no one.". Results: * More than 25 million chocolate trees have sprouted in the first week of action, * It was the first time that a brand made a product placement at Happy Harvest. * 100% of active users were impacted. * Players who harvested Mini Bis accumulated coins and reached the next level in the game.
Advertising Agency: Ogilvy Brazil Copywriters: Rico Lins, Eduardo Marques Art Directors: Marcelo Bruzzesi, Raphael Lucone Chief Creative Director: Anselmo Ramos Executive Creative Director: Michel Lent Creative Director: Angela Bassichetti Illustrator: Angela Bassichetti Social Media Planner: Alessandra Ferreira Account: Mah Lemos, Isabela Atra Aproved by: Mariana Perota, Fabio Puccivia adsoftheworld.com