Megazone - Snacks / Desserts / Confections Campaign
Company: Megazone, Seoul, South Korea
Company Description: As the leader of IT industry, Megazone has 3 business divisions: Digital Marketing, Digital Agency, and Platform Service. Our clients are: LG U+, LGHH, Burt’s bee’s, Ferrero Rocher, Samsonite, Kinder, Nutella and etc. Through having the technology and customer insight, we aim for the digital marketing agency that can further communicate to customers with the evolved marketing solution.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Snacks / Desserts / Confections
Nomination Title: 2017 FACE OF KINDER
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
Every year, Kinder is supporting children’s imagination and dream by running a global campaign, Face of Kinder. We decided to fun Face of Kinder campaign for the first time in Korea this year, and started to think about how we can bring happiness and joy to children in Korea.
In reality, children in Korea are too exhausted to excessive amount of study, so that they no longer dream for their future and only want to have the job with stable income such as a landlord or a government employee. Moreover, even parents are obsessed with children’s education, and do not share and discuss about their future anymore.
In this frustrating reality, we decided to bring them a chance to share and experience about their dream, and we thought this campaign can be the starting point for the children’s happiness.
“Let’s support our children to have their dream”
So, the Face of Kinder campaign has begun in Korea.
First of all, we gave opportunities to share children’s dreams with their mothers. When kids shared their dreams with their mothers and uploaded their dreams with photos, we made stickers with their own picture so that they could put on the package of Kinder Chocolate by themselves. Kids who got Kinder chocolates with stickers felt proud and happy, and started to think about their dreams.
Secondly, we supported children and mothers to think about their future. Among the 6000 participants, we chose 12 children who got the largest number of votes, and asked them about the reasons and ambition of their dream job through a brief interview. We hoped that tens of thousands of mothers and children, who watched this interview videos, can also dream for their future.
Lastly, we decided to give a chance to experience the future dream job for those selected four children. For the purpose of this, we supported the chosen children to experience their own dream job with selected top four expert mentors from each field.
106 articles regarding the Face of Kinder campaign from major media organizations and magazines in Korea. Through this press, more than 20K number of people visited our event page and we could provide opportunities for them to share their future dreams.
6,500 children and mothers of Korea who participated in this campaign shared the FOK campaign on their own social networks to support children in Korea. This caused an additional viral among consumers and influenced many parents and children to seriously reconsider their future.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
-Kinder provided opportunities for 6,358 children and mothers, who participated in the Face of Kinder campaign, to share their future dreams.
-Kinder provided a reason to consider the future dream for 239,756 children, who participated in the FOK campaign.
-By 106 articles regarding the FOK campaign from major media organizations and magazines in Korea, Kinder aroused people’s attention to the reality of children’s dream.
-The number of keyword queries has increased by 20% (*compared by before and after the campaign in 2017)
-Kinder chocolate home page traffic has increased by 56%, and total visit duration of the page has increased by 23%
-Kinder Chocolate has built salience and imagery associations through the campaign.
-Well established credentials on milk/quality and best chocolate for kids.
-Earned good recognition and branding for Face of Kinder Campaign.