The Campaign

To resolve the business challenge, we moved Ferrero beyond its MATERIAL “Gold Packaging” to an EXPERIENTIAL one by “MAKING MOMENTS GOLD” - ensuring each consumer interaction with Ferrero, is a golden moment; through these STRATEGIC EXPERIENTIAL PILLARS: 1. the OPENING GAMBIT moment: Our golden ticket to business success was, an EXCLUSIVE PARTNERSHIP with VIVIENNE TAM, GLOBAL FASHION DESIGNER to exemplify Ferrero’s story of craftsmanship through touch and sight. 2. the moment of PERSONALISATION: As made to measure is worth its weight in Gold, we created a POP-UP BOUTIQUE EXPERIENCE, where customers could personalise their very own selection of chocolates to gift tags. 3. the moment of CREATION: We introduced the GOLDEN TOUCH OF CRAFTSMANSHIP, live demonstration of Ferrero Rocher chocolate-making 4. the moment of INVITATION: Powered by DATA MINING, we invited customers into Ferrero’s boutique at the right MICRO-GOLDEN-MOMENT, when they are searching for Christmas gifts & fashion.

Creative Execution

OPENING GAMBIT: VIVIENNE TAM creations created mindsets shifts: -The FERRERO INSPIRED HAUTE COUTURE GOWN become point of sales, a crowd puller -Exemplifying Ferrero’s craftsmanship she painstakingly created Ferrero’s FIRST EMBROIDERED MONOGRAM LACE FABRIC. -Behind the scene footages, further amplified craftsmanship. -Limited-edition COUTURE GIFT PACK, exclusive for Christmas. As a BOUTIQUE CHOCOLATIER, consumers could CUSTOMISE: -leather gift tags -CONTENTS of EACH FERRERO BOX with Italian imports; a MARKET-FIRST CREATION: Master chefs showcased the ITALIAN ART OF CRAFTSMANSHIP through the CREATION of FERRERO LIVE at Ferrero’s pop-up boutique in fashionable Hysan Place. INVITATION: -LAUNCH: Unveiled the Pop-up Boutique, with a fashion show featuring Ferrero gowns and Vivienne Tam. VIPS of Fashionista and food connoisseur took to social media to entice public to strut to store. -DATA LEAD INVITATIONS: We digitally broadcast the video content to SEGMENTED AUDIENCES of fashionista, gifters, shoppers and foodies. Then RETARGTED ACTIVE CHRISTMAS

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

We set the GOLD STANDARD for the confectionery category with Vivienne Tam partnership. Successfully elevated Ferrero beyond “Gold Wrapper” to a deep appreciation of craftsmanship BUSINESS Proofing the perfect match between Chocolate & Couture: - 10% increment in sales - 75% of people aware of the event visited, - 1 in 2 visitors made purchases - DEMAND EXCEEDED 450 % online pre-orders versus vs quota, within 2 hours BRAND - 74% POSITIVE brand perception; +5% uplift - 76% INTENT TO PURCHASE Ferrero; +5% uplift - 78% sees Ferrero as a BRAND WITH QUALITY AND CRAFTSMANSHIP - 85% considers Ferrero SUITABLE FOR CELEBRATION AND SHARING OCCASIONS Source: Millward Brown; (31 days) MEDIA - 1 in 2 Hongkongers are aware - 70% increase in online searches - 104,979 social engagements: likes, comments, shares - 366,390 video views - 3,047,744 people reached - 47,072,026 impressions - HKD8,500,000+ PR value

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

With consumer buying Ferrero Rocher for it Gold wrapping and negating its craftsmanship, there was a need to move it beyond just media push; into one that helps consumers ACTIVATE new brand linkages through NEW EXPERIENCES. Hence the birth of Ferrero Golden Couture, forged from the Partnership with Vivienne Tam, Global Fashion Designer leading to the conceptualisation of a SENSORIAL POP UP BOUTIQUE which delivers the multi-dimensional experience and the appreciation of Craftsmanship, Artistry and ultimately closing the sales loop. Resolving a perceptual brand challenge with: 78% agrees that Ferrero as a BRAND WITH QUALITY AND CRAFTSMANSHIP 10% sales uplift

INSIGHT: We dug deep and found that purchase decisions are made by seniors while the younger generation had little association. Even though Ferrero is not top in their shopping list, fashion is. TNS research shows that 40% of younger Hongkongers, could only resist the urge to go shopping for clothes, no more than a week. FASHION IS THE LIFE BLOOD of Hongkongers; providing the adrenaline rush needed, through the EXPERIENTIAL ACQUISITION of finer things in life - craftsmanship in fashion. These cosmopolitan younger Hongkongers, also embraced CHRISTMAS, THE SECOND MOST CELEBRATED GIFTING PERIOD, an opportunity to expand Ferrero’s gifting occasions STRATEGY: As today’s shopping, evolved from mere MATERIAL acquisition to EXPERIENTIAL, we turned consumer fashion insights into Gold; we jolt the confectionery category and merge two of life’s finer things “CHOCOLATE meets COUTURE”; and their shared ethos of - Artistry and Craftsmanship to “MAKE MOMENTS GOLD” for our customers.