Pages

Thursday, August 23, 2012

Chocolate Store Gives Free Chocolate in Exchange for Good Deeds



In an innovative marketing brand strategy, Danish chocolate brand Anthon Berg turned heads while setting up a “Generous Store” where consumers had to pay with good deeds instead of cash.   The project conceptualized by agency Robert/Boisen & Like-minded had people queuing up for one and half hours, so they could purchase chocolate boxes in exchange for tasks such as serving breakfast to a loved one, talking nicely to their mother, and over 30 other generous deeds. Through an iPad app, people who “bought” the chocolates then had to log-in to Facebook, select a person they wanted to be generous to, and post the info along with a photo of the chocolates to their Facebook walls. 

You can watch the awesome video right here:


I think this is a genius move by the ad agency. It kept up with the Anthon Berg tradition of generosity, became an instant attention-grabber, and was a great way to inspire people.  Most people would line up for chocolates without any added motivation (I would).  But to hand out sweet freebies AND inspire people to do a good deed at the same time?  That's one superior chocolate-loving move that's going to be hard to beat.