Mini Bis Chocolate: Chocolate Trees

March 26, 2010Filed under Online and Food
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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 & Mather, Sao Paulo, Brazil
Copywriter:Rico Lins, Eduardo Marques
Art Director: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 Pucci
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