2012 Winners & Shortlists

THE CHOCOLATE CODE

BrandCHOCO'A
Product/ServiceCORPORATE GIFTING
EntrantWUNDERMAN Dubai, UNITED ARAB EMIRATES
CategoryUse of Digital in a Promotional Campaign
Entrant Company:WUNDERMAN Dubai, UNITED ARAB EMIRATES
Sales Promotion/Advertising Agency:WUNDERMAN Dubai, UNITED ARAB EMIRATES

The Brief

Corporate gifting plays a major role in business relations. Companies often send corporate gifts in order to make solid, lasting impressions, or to even strengthen existing ties. And chocolate has always been a favorite in gifting ideas. Our client, ChoCo’a is a maker and retailer of unique chocolate. Our challenge was that the development of ChoCo'a's e-commerce portal was getting delayed and they didn’t want to miss out on any big corporate gifting orders. They also wanted to ensure that corporates would place orders online, once the site was ready.

Describe how the promotion developed from concept to implementation

We lead by example, and sent out a corporate gift of our own to a select few of the most distinguished organizations in popular business districts like Dubai Internet/Media City and TECOM. We took advantage of the square form of individual chocolate pieces, covered them in specially designed wrappers, and carefully arranged them to form a single QR code. Upon scanning the code, users would first receive a 25% discount on their corporate order which they could redeem at the store, and consequently get 25% discount on all orders placed online through the year.

Describe the success of the promotion with both client and consumer including some quantifiable results

With the communicaton being a long-term initiative to encourage distinguished corporate clients to place orders online, the results will hopefully manifest themselves soon after the launch of the e-commerce portal. The fact that recipients were excited about the giveaway and the big discount of 25% promises big results for ChoCo’a - in fact, they have already started receiving calls regarding the year-long discounts.

Explain why the method of promotion was most relevant to the product or service

Our idea took the audience online, giving them the message that online orders would soon be available to them when ChoCo’a’s e-commerce site is up and running soon. For now, they could enjoy a 25% discount on placing their orders at the store and then online for the rest of the year. Also, this execution subliminally allowed recipients to realize the joy of opening a gifted chocolate box, and understand that their favorite clients could be feeling the same way too.

Credits

Name Company Role
Kerry Platts Wunderman Executive Creative Director
Richa Khan Wunderman Creative Group Head
Lina Nader Wunderman Art Director
Fernando Miranda Wunderman Copywriter
Amr Otefy Wunderman Senior Graphic Designer
Tissa Ka Wunderman Artworker
Cynthia Salloum Wunderman Account Director