The challenge : Work on the brand preference among the 25-35 y.o. showcasing how much the product is irresistible

The solution : Make people experience the tagline “Even If You Shouldn’t” both on digital and in real life.

Creation :

We made 6 viral films on Youtube that with a unique and original experiment, with a huge dispenser of free Mikado and some accomplices.

Results : 332 packs of Mikado distributed by the Machine. More than 2 000 0000 viewers for the films.

More than 2 000 000 people reached

The major asset that Mikado claims is its irresistibility. Therefore the goal was to showcase how much it is. To do so, we put to test a simple question: 'If you were offered packs of Mikado but warned not to take it, would you be able to stop yourself?'

Then, we installed in a mall a huge dispenser of free Mikado BUT actively warned shoppers NOT to pick up a free pack. To really discourage them we also asked some accomplices to push the red button on the dispenser and show the hidden trap door to the most determined ones.

The most important and encouraging result is how the people reacted to this test in the mall and on digital.

In the mall people were very enthusiastic and motivated. They pushed the button 332 times risking the trap door.

On digital, the feedbacks are really positive, people loved the Machine and see our accomplices get trapped in it. The campaign was the second most viewed and shared French campaign on Youtube. More than 2 million views on all the videos of which 45% are due to viral and hundreds of social impressions.