The main missions of the media team were to convey this powerful insight (would you share your last square or not) and lead people instore to discover our special packaging in order to send people on the website to make their choice.

To let people experience the brand’s message “dare to be tender” we decide to use our product itself as the main media of our strategy.

It obviously starts in store with a unique product design that has require almost a year of work to chain the manufacturing process.

At the end, 3 million tablets with a square missing were produced. All of them corresponded to a code allowing the buyer to go on the dedicated website (www.lederniercarre.fr) to make his choice (claiming back or offering it). The website was also adapted on mobile and tablets to maximize the experience.

Our campaign collected results never seen before: 500,000 visits on the website, 2min15 average time spent per visits and more then 95,000 sharings on social networks. Our Communication achieve different goals as for example popularity, with more then 700 articles about Milka’s last square in over 117 countries, potentially reaching 70 million people. We also collected some astonishing business results, as more then 220,000 square sended and 1,3M € earned media.