Title | TOBLERONE SCULPTURES |
Brand | KRAFT |
Product / Service | TOBLERONE |
Category | A07. Point of Sale |
Entrant | LEAGAS DELANEY SHANGHAI, CHINA |
Entrant Company: | LEAGAS DELANEY SHANGHAI, CHINA |
Design/Advertising Agency: | LEAGAS DELANEY SHANGHAI, CHINA |
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 |
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.
In China, people buy Toblerone as a gift for friends and usually just one bar per purchase. We needed people to buy more.
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.
-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