Eaternet
Hershey’s
Issue 43 | June 2017
Agency
Aktuellmix
Creative Team
Partners: Rodrigo Rivellino (CEO), Celio Ashcar Jr. Chief Creative Officer: Fabio Mergulhão Creative Director: Fabio Moran Creative Managing: Erica Igue, Tom Soraire Art Director: Fabio Moran, Leandro Calado, Wirley Almeida, Tom Soraire, Rodrigo Caetano Copywriter: Erica Igue
Production Team
Executive Production: Priscila Villa, Rodrigo Niro, Camila Ciffani Print Production: Rodrigo Merigue, Amanda Xavier Product Design: Juliano Bortolin, Luiz Fernando Haddad Photography: Wirley Almeida Product Concept Design: Carlo Giovanni Illustration: Fabio Moran, Felipe Lopes, Gelmi Studio Film: Fuego, Bolha Audio: Antfood Execution: Bolha
Other Credits
Strategic Planning: Gabriel Boaventura, Vitor Tanabe Business VP: Mario Medina Account Director: Juliana Pileggi Account Manager: Lucas Tagliani, Julia Audi Media: Marcos Bittencourt, Gabriel Barreto, Nathalia Cantalejo
Date
November 2016
Background
Situation: in 2016, financial crisis in Brazil, every brand was rewarding prizes like houses, cars and money (the most aspirational prizes in the country). Brief: make the first promo that talks to the young brazilian audience. Objective: Generate engagement, conversation and change the brand perception and its positioning on a fun way.
Idea
The young watch, read, breath, wake up and sleep online. For the first time in history a brand created the opportunity of eating the internet. A whole website was transformed in chocolate for the Eaternet campaign - Open your mouth and eat the website. A real website, with real chocolate, to really eat it. The big idea was to turn things that people love in pieces of the website with 1,5 kg of chocolate. The website changed everyday, and to participate, the young had to buy Hershey’s, register and bite the site. The piece that was clicked, if awarded, was delivered in its home.
Results
- 250.000 products registered
- 120.000 people registered
- 2 tons of chocolate handed out
- 3.600.000 of views
- 20.000.000 of reached people
- 83.000.000 of impacts
- 20% of increase on sales
- During the promotion, Hershey’s surpassed the market share of Nestlé, the biggest -player in Brazil. *Source: Nielsen
- Record Increase in the brand Value
- 1.700.000 organic engagement and an indecipherable number of people eating the internet.