The Danish Chocolate Company, Anthon Berg, has put extra emphasis on generosity and has been living out their motto: YOU CAN NEVER BE TOO GENEROUS.

Research showed that, in Denmark, 1 out of 10 people feel that there is enough generosity in their lives. It further showed that the youth are the most receptive and likely to spread generosity.

With this information, plus the knowledge that students often do not have much money during the Christmas holidays, Anthon Berg decided to help 320 of them travel home for free to spend Christmas with their families in exchange for a generous act.

Through a partnership with a Danish rail company, an ordinary train was transformed into the Generosity Express.

The event, driven by PR, reached more than 140 media outlets and appeared on the two largest national TV stations.

Social media was also used to activate the online community through crowd-sourcing activities as well as to provide a platform for ticket booking and a way to further spread the message which was seen over 3.5 million times.

The Generosity Express:

- is an example of how a brand can live out their branding platform

- solved a real problem for students

- helped spread generosity across the country

- let Anthon Berg interact with an attractive target group in a way that is on their level

- changes the existing perception of Anthon Berg as a “old, dusty brand”

- has everything that makes a sweet Christmas PR story

20/11/2013

Crowd-sourcing acts of generosity on Facebook

05/12/2013

Animated film about The Generosity Express was shown on screens in buses, trains and stations around Denmark.

09/12/2013:

First press releases sent

The Facebook booking application goes live

Reached out to bloggers who were going home for Christmas and invited them on board

16/12/2013:

Train was wrapped in Anthon Berg folio and became a travelling billboard.

Pitched to local media where the train would stop

19/12/2013:

Followed up/pitched to media with a story about tickets selling out quickly

Sent tickets to passengers

Sent out invitations to media to experience the generosity first hand

Posted ‘behind the scene’ pictures on Facebook

21/12/2013:

Departure from Copenhagen.

Took 6 entertaining and chocolate filled hours to reach the final destination

Delivery of all pillows, blankets, extra chocolate and decorations to a local center for Homeless

Another generous Christmas story was pitched to the media

Media Coverage:

140 media mentions including 2 TV spots on Denmark's largest 2 stations - TV2 & DR

100% positive mentions of the brand and event

Impressions from:

-Buses, Trains and Train Stations - 6 million

-PR - 8+ million

Social Media

1.760 ticket requests in 48 hrs

1120 shares and invites in 48 hrs

336.000 unique organic reach in 48 hrs

Impressions from:

-Social Media - 3.5 million

Exposure from the branded train (28 days)

-525.000 impressions from passengers taking that specific train

-1.000.000 impressions from all others who do not ride the train