"App app app..." is what you tell people in Norway when they should keep their hands off. We took this as the name of our product. Hoping on a bit of reversed psychology to trigger the rebellious spirit in the target group.

The creative idea therefor became to tell people to keep their hands off the product in as many and stupid ways as possible.

Based on the creative idea we developed:

-Online films

-A highly addictive mobile game.

-The worlds shortest radio spot

-A highly addictive facebook event

-And motion sensor triggers in stores,

All telling viewers, gamers and by passers to keep their hands off the product.

The campaign ran from the 6th of march to the 30th of april.

Media budget for this launch was approximately 325 000 EUR (gross).

Sales, after the campaign were 20% over the target and we are now nr 6 in the chocolate bar category. (goal nr 7)