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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

-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

Explain why the method of promotion was most relevant to the product or service

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.