PERSONALISED CHOCOLATE BARS AS AUDIENCE MAGNET
The Schikolade Milka Collage chocolate bars, newly introduced in the fall of 2015, are enjoying great popularity. Just how great the interest is in a personalised chocolate bar, was made exceptionally clear during the roadshow (15.02 to 05.03.2016). In the “Vidibox” presentation module from Screen Visions in Stuttgart, passersby could have photographs taken of themselves. Then, the portraits were randomly combined with other images stored in the program. In a typical ‘collage’ style, the most fascinating and craziest shots were brought together and could be seen in real time on the 16m² LED screen in the upper section of the Vidibox. The resulting images were not only visible on the screen, but also printed on the packaging of visitors’ very own personalised Milka Collage chocolate bar.
PERFECTLY SMOOTH RUNNING THANKS TO OUTSTANDING ORGANISATION
Screen Visions’ contribution to the success of the chocolate producer’s roadshow was quite significant. The Vidibox, the Stuttgart agency’s patented presentation module, was provided by Screen Visions and branded for high impact. As well, the specialists in the use and marketing of digital out-of-home media also handled the rental of the exhibition areas, as well as logistics and staffing. The agency was responsible for the photo equipment and programming for personalised printing. The Hamburg agency D & K Brand Activation was also involved in the implementation of the roadshow also. The Collage Tour was accompanied by a City Light poster campaign which was conceived and booked by BrawandRieken and Posterscope Germany – and the upcoming tour stops were therefore announced in advance. The short duration of the events – two days per city – and tight timing between tour stops created a very special challenge which was mastered smoothly thanks to excellent organisation.
QUEUES OF UP TO ONE HOUR
The long queues at the Vidibox bore witness to the success of the street campaign. At peak times, the personalised chocolate bars were distributed at 30-second intervals – and this led to peak values that exceeded the targets by far. The passersby didn’t have any issues with the waiting times of up to an hour.