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The real hero

Agency: 
Published/Aired: 
September 2016
Description: 

The classic show “Ben 10” was premiering with renewed series in Bulgaria in October 2016 and we had to attract new fans (6-15) to the unique action character through a direct approach. So we created a very special one-to-one stunt in a shopping center, where kids could decide if they wanted to become more than heroes, just as Ben. They were surprised by a randomly ringing branded phone and when they picked it up, they received real-time instructions from the Bulgarian Ben, who wanted them to help him. But there was a small hook – kids had to choose only one of two doors at the end of the mall. First door was labelled “Become a hero, win a prize for yourself”, while the second stated “Become a unique hero, donate a prize to children in need”.
Results: around 50 kids picked up the phone for 1 day and 40 of them chose to the donate prizes, which were given to SOS Children’s Villages in Sofia, Bulgaria. The viral video was viewed more than 300,000 times from the target, involving them to the unique show and brand’s premise “It’s Hero Time!”.

Advertising Agency: Gobox, Sofia, Bulgaria

Comments (3)

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Highest Rated

Deadpool's picture
Deadpool
Activity Score 119

Laaaaaame

Temple's picture
Temple
Activity Score 11337

It's nice to see Bulgaria discovering ambient advertising, but we don't come to this site for this.

kleenex's picture
kleenex
Activity Score 45375

I do not mind seeing it.

Deadpool's picture
Deadpool
Activity Score 119

Laaaaaame

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