SAY IT WITH CHOCOLATE

Short List
TitleSAY IT WITH CHOCOLATE
BrandKRAFT MALAYSIA
Product / ServiceCADBURY DAIRY MILK
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantGEOMETRY GLOBAL Kuala Lumpur, MALAYSIA
Entrant Company GEOMETRY GLOBAL Kuala Lumpur, MALAYSIA
Advertising Agency GEOMETRY GLOBAL Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Seq Post Production House
Soon Di Solution Di Artist
Fai/Pako Looi Sunday Studio Photographer/Digital Imaging
Julian Oh Reddbullets Director (Video)
Tf Chan Etc Industries Sdn Bhd Production Manager
Athiya Hamid Geometry Global Malaysia Senior Account Executive
Nisha Nair Geometry Global Malaysia Account Manager
Tracy Bay Geometry Global Hong Kong Account Manager
Tay Yin May Geometry Global Malaysia Designer
Ashraff Ahmad Geometry Global Malaysia Copywriter
Steve Yeow Geometry Global Malaysia Art Director
Fong Wei Kit Geometry Global Malaysia Art Director
Javen Tan Geometry Global Malaysia Art Director
Michelle Lim-Chua Geometry Global Malaysia Senior Copywriter
Jarrod Reginald Geometry Global Malaysia Senior Art Director
Benjamin Thain Geometry Global Malaysia Creative Group Head
Ho Hong Fei Geometry Global Malaysia Creative Group Head
Mahesh Neelakantan Geometry Global Malaysia Managing Director
Nuno Lemos Geometry Global Malaysia Executive Creative Director
Daniel Comar Geometry Global Asia/Pacific Regional Executive Creative Director

Results and Effectiveness

Impulse purchase spiked during promotion hours at selected TESCO outlets and office buildings, with many shoppers making bulk buys, and some willing to queue an hour for their chocolate. The campaign will extend to 200 stores across the region, with 20 machines currently in the making.

Creative Execution

An old press with movable type was repurposed to print personal messages onto the chocolate bars, without opening the wrapper. A unique imprint technique was used to ensure the messages would be kept 'secret' only to be revealed when the bar was given and unwrapped.

Insights, Strategy and the Idea

Chocolate sales creation relies on constantly finding ways to engage shoppers and trigger impulse purchase in-store and on-the-go. In a time where social media has rendered words virtually meaningless, we invited people to 'Say it with Chocolate.' Giving them a unique opportunity to say something sincere, for once. And transforming a simple bar of chocolate into a bespoke bar for one special person.