TBWA\ and Toblerone go blue
TBWA\ Switzerland was commissioned to create a launch campaign for the new Toblerone Crunchy Almonds. The product comes in blue packaging.
To do this, TBWA\ created an integrated concept where participants have to make sure their friends vote for them. At Toblerone blue.ch you can find predefined challenges or create your own challenges. If a participant takes part in a challenge, he posts it on his Facebook wall. The challenge asks him to do something unusual with the color blue. For example, he can dye his hair blue or go to work dressed entirely in blue for a day. Before he does this, however, his friends have to vote for him. Once he has reached the required votes, he must implement the challenge and submit his proof via video or photo. Only then will he be admitted to the competition draw.
Traditional advertising measures such as posters, e-panels and online banners are used to complement the online competition concept. In addition, various TV contributions in the form of "Blue Games" will be realized in cooperation with Joiz TV. These short game shows, in which two teams compete against each other and have to solve tasks, are hosted by Anthony Ackermann and recorded in Arosa, Bern and Zurich. They will be broadcast from mid-February to the beginning of March in the program "Noiz" and afterwards they will be available at any time in the Internet retrievable.
Responsible at Kraft Foods: Christina Lund Jakobsen (Senior Brand Manager Toblerone DACH), Nicolas Christen (Junior Brand Manager Toblerone CH). Responsible at TBWA\: Matthias Kiess (Managing Director), Frederick Rossmann (Creative Director), Johannes Dörig (Graphics), Matthias Ziegler, Cla Campell (Text), Claudia Wolfers (Consulting), Simona Mink (Desktop Publishing), Christina Buergin (Art Buying), Marcel Vogt (Technical Supervisor), Production Agnes Meier, Programming Facebook Raffle: Feinheit, 3D Animation: Viennapaint Wien.
