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Mini Bis Chocolate: Chocolate Trees

Objective: To communicate a new product to a large audience using social network and reinforce the new brand concept: "Trust no one".

Idea: Mini-cocoa seeds were distributed as gifts to users of Happy Harvest (a game like FarmVille) on Orkut (the largest social network in Brazil). 48 hours later, a surprise: the seeds turned into Chocolate Trees where packages of Mini Bis Chocolate sprouted. Mini Bis Chocolate could be planted, harvested and stolen by farmers, strengthening the brand concept - "Trust no one.".

Results:
* More than 25 million chocolate trees have sprouted in the first week of action,
* It was the first time that a brand made a product placement at Happy Harvest.
* 100% of active users were impacted.
* Players who harvested Mini Bis accumulated coins and reached the next level in the game.

Advertising Agency: Ogilvy Brazil
Copywriters: Rico Lins, Eduardo Marques
Art Directors: Marcelo Bruzzesi, Raphael Lucone
Chief Creative Director: Anselmo Ramos
Executive Creative Director: Michel Lent
Creative Director: Angela Bassichetti
Illustrator: Angela Bassichetti
Social Media Planner: Alessandra Ferreira
Account: Mah Lemos, Isabela Atra
Aproved by: Mariana Perota, Fabio Pucci

4 comments

DBB's picture
DBB
1218 pencils

This is a total rip off from a campaign in israel for a chocolate brand which was done on farmville and used peanuts.

Booo!!!

mikevitoria's picture
mikevitoria
19 pencils

This one was made one week before the Israel´s peanuts idea.

brandingworthspreading's picture
brandingworthsp...
648 pencils

Really? Wow. Timing is everything for sure. I also have positioned in my mind Israel's campaign.

Guest's picture
Guest

wtf, I had this idea for Award School

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