Challenge: Danone wanted to get closer to consumers.

With a third competitor entering the market it needed to find a way to tie consumers to the brand and win their loyalty and heart.

We invited consumers to upload their picture on a Danone package, in a special website. We promised them that the most rated consumers would appear on the real Danone yogurt cups (approximately 180 million cups a year). Then voting started.118,000 real people appeared in all media with their pictures & names:- 60 different TV ads.

- 15,000 different faces on banners.

- Personalized billboards turned consumers into local heroes.

The country went nuts. Consumers promoted the campaign to their friends by word of mouth. They used everything to succeed – uploading their DANONE profile to their Facebook and blogs, lobbying their friends and colleagues by email or sms and creating ads for themselves. They used every medium they could get their hands on. -44% of Israeli interner users visited the site (Google Analytics) -DANONE became the #2 search term on Google (Zeitgeist 2008- Food Category)-Google trends showed the campaign was hot.-Votes came in from 157 countries. (Google Analytics)-Brand TOM: +35%-Brand Preference: +23%-A huge database was created