Milka Collage 2016

A COLLAGE TO SUIT YOUR TASTE

We love all new ideas. And when they taste chocolaty, we love them even more so.

Mondeléz, the company behind the Milka brand, launched two new chocolate bar compositions to the market in October 2015: Milka Collage Caramel and Milka Collage Raspberry. To ensure product awareness throughout Germany, Mondeléz made use of our Vidibox. Branded with the famous Milka lilac colour and with the personalised Milka Collage, the Vidibox ensured long line-ups in nine cities over a total of eighteen days. In total, 13,530 chocolate bars were distributed.

In the Vidibox, 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.

In addition to high-impact branding, we handled the rental of the exhibition areas, as well as logistics and staffing. The agency was also 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. 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 the tight timing between tour stops created a very special challenge which we were able to master smoothly thanks to excellent organisation.

Photography by Marcel Katz, Königs Designs, Eric Anders