TOBLERONE SCULPTURES

Short List
TitleTOBLERONE SCULPTURES
BrandKRAFT
Product / ServiceTOBLERONE
CategoryA07. Point of Sale
EntrantLEAGAS DELANEY SHANGHAI, CHINA
Entrant Company:LEAGAS DELANEY SHANGHAI, CHINA
Design/Advertising Agency:LEAGAS DELANEY SHANGHAI, CHINA

Credits

Name Company Position
Kevin Lee/Adams Fan Leagas Delaney Creative Director
Zhanglei/Kevin Lee/Mike Tay/Ling Meng Leagas Delaney Art Director
Adams Fan/Ryan Falch/Kit Leagas Delaney Copywriter
Ling Meng/Zhanglei/Kevin Lee/Leehom/Tianli Liu/Rowan Tang/Mike Tay Leagas Delaney Designer
Kevin Lee/Zhanglei/Ling Meng Leagas Delaney Typographer
Meethepeople/Adams Fan/Kevin Lee Meethepeople/Leagas Delaney Photographer
David He/Avenit Software Shanghai Ltd. Avenit Software Programmer
Lydia Liu Leagas Delaney Agency Producer
Gerald Lee Meethepeople Production House Producer
Tanli Liu/Kevin Lee Leagas Delaney Editor
Tanli Liu Leagas Delaney Motion Graphics
Jeep Chow/Liew Xi Meethepeople Dop
Gerald Lee Meethepeople Print Producer
Jacob Johansen/Edward Dai Leagas Delaney Account Servicing
Shanghai Institute Of Visual Art Shanghai Institute Of Visual Art Illustrator
Meethepeople Meethepeople Production House

Brief Explanation

We needed a clever way to get people to buy more than one bar at a time. We created a website where you could draw using Toblerone’s triangle shape. People drew robots, dragons and anything else they wanted. Next, they could purchase their designs for a friend in our online store. Finally, we worked with a team of local art students to bring their sculptures to life. We used actual Toblerone bars to build full-scale models of their digital drawings. Instead of people buying just one bar, they were now buying 40, 50 or hundreds at a time.

The Brief

In China, people buy Toblerone as a gift for friends and usually just one bar per purchase. We needed people to buy more.

How the final design was conceived

The business objective was to get people to buy more than one bar at a time. We leveraged Toblerone’s distinctive triangle shape to fit multiple bars together in order to build sculptures. Once they built the sculptures, they purchased them for a friend. It was a fun and engaging way to get people to play with our product and purchase a lot more than usual.

Indication of how successful the outcome was in the market

-Over 150,000 people created designs on our site -54,000 customers purchased more than 400,000 bars -123% increase in sales -Average purchase was 46 bars at a time. -Over 2 million mentions on Weibo (Chinese Twitter) in two weeks -Our sculptures were displayed in a local art gallery