Sweet Tweets By U (Gold)
Issue 15 | June 2010
Agency
Memac Ogilvy Mather - Dubai
Creative Team
Executive Creative Director: Till Hohmann; Creative Director: Preethi Mariappan; Art Director: Marcus Silva; Copywriter: Melanie Clancy; Flash Developer: Sarabjeet Singh; 3D Illustration: Dinars Studio
Date
2010
Background
Toblerone’s famous chocolate, honey and nougat combination transports chocolate-lovers away from the here-and-now. Their ‘Lose Yourself in the Toblerone Triangle’ campaign idea works on both a literal level, referencing the famous shape of the chocolate, and metaphorically, by revealing the Toblerone taste experience.
Idea
When Memac Ogilvy & Mather noticed how many people tweeted about Toblerone on Twitter, they decided to turn these tweets into ads.
After all, these were people describing their Toblerone experiences in real-time. What better way to support the ‘Lost in the Toblerone Triangle’ campaign?
They created a banner featuring words commonly used to describe the Toblerone experience. Users were able to interact by selecting different words and reading the tweets as they happened. They could even tweet about Toblerone themselves and become part of the advertising. It was user-generated content that allowed Toblerone fans to share their Toblerone taste experiences with the world.
Results
The banner had very high interaction rates and a click through of 3.7%.
Our Thoughts
Twitter has always amazed me as a phenomenon. I find the fact that so many people tweet about eating chocolate almost incomprehensible. But they do. And full credit to the folk at Memac Ogilvy for aggregating all those tweets in such a way that brand fans can connect with each other. It’s astonishing that a Toblerone fancier in Dubai can share a moment with a Toblerone fancier in Switzerland and it is also amazing that the link can become advertising in its own right. The world is changing and it’s great to see Memac Ogilvy, Dubai, navigating the changes so successfully.