We needed to weave Hans and the Chunga game into the fabric of teens’ online social lives. Contact with one, would inevitably stimulate engagement with the other. With individual strategies for specific communities, we targeted bespoke content to wherever teens formed, gathered and interacted.Hans was given his own Facebook and MySpace profiles where teens could watch biographical mockumentaries and read his blogs. Hans’ videos were also distributed virally, on YouTube and via interactive formats in environments such as sport, music and gaming that fuel teen social currency.Teens could challenge each other, compete and compare scores from within the MySpace and Facebook environments as well as on their mobiles or via Instant Messenger.Chunga became an integral part of the online gaming scene with Chunga ads appearing in five leading online games and Hans even made a live appearance at a Black Beta gaming event!

The first all-digital campaign by any Nestlé brand was a phenomenal success validating the insight and social networking strategy.58% of all Aussie teen-boys online engaged with Hans and Chunga generating 44,000 total gameplays and an average playing time of 7 minutes!

Overall Consideration scores grew by 10% and we became 3rd favourite bar amongst the target, who also said they would recommend it.Consumption grew 63% and, most importantly, we hit $3.1m sales in 2008, with every $1 of media investment generating nearly $9 in sales.

During the 12-week campaign period we achieved 148% of the sales target