We sat down with engineers and developed computerized print-on-chocolate machine, which was based on laser-engraving technology. CHOCOLATE ITSELF BECAME THE MEDIA.

Sharing personal chocolate messages was thus possible through all interactive channels that people normally use (events, online, radio, event, postal services…). You just send or type-in your personalized message in computer, the laser-machine engraves the message on the chocolate, and we deliver the chocolate directly to your special person.

We set on a large tour all over Slovenian supermarkets. But there’s a lot broader social landscape to this idea than just events. So we created a Facebook app, through which thousands of people created and shared their customized chocolates, thus creating one of the biggest galleries of goodwill online. All the wishes were amplified also through twitter. And for the climax of the campaign we launched a totally new and innovative service – sweet telegram.

The Sweet Messages campaign was a huge success for a very limited budget:

- 20 big events in shopping-malls with estimated reach of around 30,000 people

- More than 160,000 social media users sharing content

- More than 150 minutes of branded radio content, reaching 20% of the target group

- National billboard campaign, reaching 63% of the target group

- More than 8,000 customized sweet messages were shared, actively engaging more than 30,000 people (donors and receivers).

- Digital reach was more than 70% of all Slovenian active social media users.