Anthon Berg Generous Store

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Anthon Berg Generous Store

  1. 1. THE BEST OF GLOBALDIGITAL MARKETINGMIKE BERRYJANUARY 2013 ©Mike Berry Associates 2013
  2. 2. THE BRANDAnthon Berg125 yrs old Danish premium chocolateWinner of Danish Internet Awards 2012 ©Mike Berry Associates 2013
  3. 3. THE BRANDDNA of Anthon Bergbrand = Generosity At the Grand Opening of the first store in Copenhagen, people were ‘queueing’ for many hours. Anthon offered people free chocolate while they waitedHe even put more cocoa than needed into his chocolate… ©Mike Berry Associates 2013
  4. 4. THE GOAL- To activate the platform:“You can never be too generous”(Part of integrated campaign);- To show generosity in various ways- Make brand more attractive to younger audiences, “dust it off”- Generate Facebook fans for Anthon Berg ©Mike Berry Associates 2013
  5. 5. THE CREATIVE SOLUTION- Open a shop in the center of Copenhagen, “sell” chocolate for good deeds FOR 5 HOURS ONLY!- People had to publish their good deed on Facebook- People with no FB account could instead send a postcard with their good deed ©Mike Berry Associates 2013
  6. 6. “PRICES” (DEEDS)- Call your Mum- Take your wife to the opera- Quit smoking ©Mike Berry Associates 2013
  7. 7. Agency InterviewThe challenge…. ©Mike Berry Associates 2013
  8. 8. IN THEIR OWN WORDS – CREATIVE CHALLENGESMathias Birkvad, Digital DirectorROBERT/BOISEN & Like-minded PLAY VIDEO ©Mike Berry Associates 2013
  9. 9. EXECUTION, CHALLENGESTeam of 25 people involvedHow to make people buy quickly?Store was open for 5 hrs onlyRadio and print ads created hypeIt was not giving away for FREE, but for a good deedThe store looked very exclusive, premium. Grand opening! ©Mike Berry Associates 2013
  10. 10. RESULTS- 550 people visited the store during 5 hours- 450 people posted on Facebook- Viral effect: Facebook 150,000 feeds- 100,000 people ‘walking by’ (like outdoor)- Event was filmed and seeded – 100,000 people saw it on YouTube ©Mike Berry Associates 2013
  11. 11. RESULTS- FB fans increased by 35%- Massive PR in Danish media- Most important – brand ambassadors are valuable- 700,000 people reached via Twitter- The idea was understood globally, helped to introduce AB to new markets ©Mike Berry Associates 2013
  12. 12. IN THEIR OWN WORDS - RESULTSMathias Birkvad, Digital DirectorROBERT/BOISEN & Like-minded PLAY VIDEO ©Mike Berry Associates 2013
  13. 13. KEY LEARNINGS- Be true to the brand (Brand DNA)- Premium brand must act as premium- Do not exclude non- users of social media – postcards also work! ©Mike Berry Associates 2013
  14. 14. THE BEST OF GLOBALDIGITAL MARKETINGMIKE BERRYJANUARY 2013 ©Mike Berry Associates 2013

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