Cannes Lions
GREY NEW YORK, New York / THE CHOCOLATE BAR / 2009
Overview
Entries
Credits
Execution
• Frequency cards are not a new marketing tactic, however, our solution served the purpose of bringing frequency cards out of the world of the mundane and into the world of “need to have” items; clever and cool enough to show off to friends, desirable enough to drive new customers into the store• Critical element – brand consistency. Chocolate Bar is a quirky, fun, tongue-and-cheek company created by a hip young woman with a great sense of humor. All touch points for her brand must deliver on that experience. The frequency card delivered.
Outcome
Frequency cards are not a new marketing tactic, however, our solution served the purpose of bringing frequency cards out of the world of the mundane and into the world of “need to have” items; clever and cool enough to show off to friends, desirable enough to drive new customers into the store• Critical element – brand consistency. Chocolate Bar is a quirky, fun, tongue-and-cheek company created by a hip young woman with a great sense of humor. All touch points for her brand must deliver on that experience. The frequency card delivered.The card broke in time for the Christmas rush. Sales went up 37.5%D! Visits to the website increased from January to April.
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