Unwrap a Divine Experience

The holiday gold standard

The Challenge:

Fererro Rocher’s peak sales opportunity is throughout the holidays however the competition’s increased efforts meant Ferrero would need to break through the seasonal clutter. In order to become the #1 premium chocolate brand during the holiday season, the brand needed an activation plan with multiple integrated touch points. The brand needed a SMARTIDEA to target both new and existing Ferrero Pralines consumers building brand equity, trail and awareness.

The SmartIdea™:

Leveraging the brand idea of “Could there be a more Divine Creation”, BSTREET brought the proposition to life across multiple marketing disciplines. “Unwrap a Divine Experience” became a SMARTIDEA designed to entice consumers with a unique blend of Ferrero’s iconic gold imagery and premium praline brand equity using a fully integrated, promotionally-led campaign

The centerpiece of our campaign was designed around Canada’s biggest “New Years Event”, held live in Toronto. The media sponsorship created the brand buzz to elevated Ferrero awareness with consumers and provided a unique opportunity to award a $20,000 Divine Holiday Grand Prize – live on a national network. The activation plan launched with a national on pack retail promotion supported by robust shopper marketing at Walmart. A National Mall sampling tour in high traffic locations in Toronto, Montreal and Vancouver featured 15 foot iconic Ferrero Gold Praline pyramids, inviting shoppers to pick a praline to ‘unwrap a divine experience’ in the form of a sample and enter for a chance to WIN a $20,000 Divine Holiday of their choice on national TV at the New Years Bash in Toronto.

A Rogers Media partnership was established to create awareness and broadcast the grand prize reveal live on-air during the country’s biggest New Years bash in Toronto and airing on National TV. 3 finalists appeared live on the air to have the chance to become 2010’s first winner in front of millions of viewers across the country. Breakfast Television hosts Kevin Frankish and Dina Pugliese were our Ferrero brand ambassadors adding to the premium experience.

Our contest was hosted at www.ferrerorocher.ca. The site also featured added value content for the hosting and gifting occasion through engaging articles and ideas. The NYE event featured a text to win mobile component.

The Results

The results were exceptional; the BSTREET Smart solution drove record sales and display compliance, 150,000+ contest entries and over 3 million consumer impressions. The mall tour distributed over 63,000 samples and an additional 2 million consumer impressions.