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.
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