Announcement of the ad special via print and TV with a Tag-On after the classic “Super Hero“ TV copy, including SMS-response mechanism. Use of Online special ads which link to the homepage www.der-super-olli.de. All SMS participants receive a voice call from Olli Pocher. The homepage www.der-super-olli.de allows the consumer not only to announce but also to download free Mobile and Online content. Finally Olli‘s visits are presented by a 90“ special spot in TV and on the Homepage.

The campaign achieved more than 35 million contacts and a remarkable advertising recall of 210%. The brand measure “Snickers delivers energy” increased about 23%. Within the core target group the consumption of Snickers boosted 24% during the campaign. 66% preferred this campaign in comparison to classical campaigns.