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BACKGROUND: IN SEPTEMBER 2010 NESTLE LAUNCHED A TV CAMPAIGN «AWAKE A LION IN YOU» FOR LION CHOCOLATE BAR. THE MAIN TARGET OF THE CAMPAIGN WAS TE… Read More
BACKGROUND: IN SEPTEMBER 2010 NESTLE LAUNCHED A TV CAMPAIGN «AWAKE A LION IN YOU» FOR LION CHOCOLATE BAR. THE MAIN TARGET OF THE CAMPAIGN WAS TEENAGERS. BRIEF: GET THE LION MAIN MESSAGE ON-LINE SOLUTION: WE CREATED AN UNIQUE INTERNET CHALLENGE USING COMPUTERS’ BUILT IN MICROPHONES - A DEVICE OUR TARGET USES DAILY FOR CHATTING OR PLAYING COMPUTER GAMES. ON A CHALLENGE WEBSITE WE ASKED PEOPLE TO ENTER A CONTEST FOR THE LOUDEST AND MOST REAL-LIKE LION ROAR. A SPECIAL DECIBEL METER WAS DESIGNED AND THE CHALLENGE HAS BEGUN. EACH USER COULD SAVE THE ROAR, SHARE IT WITH FRIENDS ON FACEBOOK AND COMMENT OTHER PEOPLE’S ROARS. THE EFFECT WAS AMAZING. FOR A MONTH SEVERAL HUNDRED PEOPLE WAS ROARING AT THEIR COMPUTERS. EVEN MORE GOT THE MESSAGE. RESULTS: THANKS TO INTERNET ACTIVATIONS WE REACHED TOTAL OF 13 000 000 UNIQUE USERS. OVER 60 000 UNIQUE USERS ENTERED THE CHALLENGE WEBSITE. ALMOST 3000 PEOPLE HAVE AWAKEN LION AND REGISTERED THEIR ROAR FOR A COMPETITION BUT THE MOST IMPORTANT - ALL OF THEM REALLY EXPERIENCED THE ESSENCE OF THE BRAND AND HAD A LOAD OF FUN. THE CAMPAIGN WON A 2011 SILVER EFFIE Read Less
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DIGITAL/TV, Nestle, Lion
BACKGROUND:
IN  SEPTEMBER 2010 NESTLE LAUNCHED A TV CAMPAIGN «AWAKE A LION IN YOU» FOR LION CHOCOLATE BAR. THE MAIN TARGET OF THE CAMPAIGN WAS TEENAGERS.  
 
BRIEF:
GET THE LION MAIN MESSAGE ON-LINE 
 
SOLUTION:
WE CREATED AN UNIQUE INTERNET CHALLENGE USING COMPUTERS’ BUILT IN MICROPHONES - A DEVICE OUR TARGET USES DAILY FOR CHATTING OR PLAYING COMPUTER GAMES. ON A CHALLENGE WEBSITE WE ASKED PEOPLE TO ENTER A CONTEST FOR THE LOUDEST AND MOST  REAL-LIKE LION ROAR. A SPECIAL DECIBEL METER WAS DESIGNED AND THE CHALLENGE HAS BEGUN.
EACH USER COULD SAVE THE ROAR, SHARE IT WITH FRIENDS ON FACEBOOK AND COMMENT OTHER PEOPLE’S ROARS.
THE EFFECT WAS AMAZING. FOR A MONTH SEVERAL HUNDRED PEOPLE WAS ROARING AT THEIR COMPUTERS. EVEN MORE GOT THE MESSAGE. 
 
RESULTS:
THANKS TO INTERNET ACTIVATIONS WE REACHED TOTAL OF 13 000 000 UNIQUE USERS. OVER 60 000 UNIQUE USERS ENTERED THE CHALLENGE 
WEBSITE. ALMOST 3000 PEOPLE HAVE AWAKEN LION AND REGISTERED THEIR ROAR FOR A COMPETITION 
BUT THE MOST IMPORTANT - ALL OF THEM REALLY EXPERIENCED THE ESSENCE OF THE BRAND AND HAD A LOAD OF FUN.
THE CAMPAIGN WON A 2011 SILVER EFFIE

TV Commercial
OTHER CREDITS:
Director: Li Wolfgang Schiffer
Giedymin Jablonski - Art Director
Agata Bankowska - Art Director
Mateusz Kaminski - Copywriter


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