There is something about chocolate. Perhaps its melt-in-the-mouth texture, luxurious aftertaste or simply the extravagance. And when it’s the season for gifting and gratifying the sweet tooth, what better way to do it than with Ferrero Rocher, the golden praline of choice world over.
We were asked to recreate the multi-layered taste experience of Ferrero Rocher into an on-ground experience that would familiarise customers with what the brand stands for – Luxury, Celebration, Magic and Togetherness. The ultimate objective was to position Ferrero Rocher as an ideal gift for friends and family on the occasion of Diwali.
We created layers of activities that stood out individually but also provided a complete experience. As people walked from one part of the experience zone to the other, it gave them information on the legacy, a taste of the delicacy and a take back of the celebration, thus creating an immersive exploration into the essence of the brand.
A golden beacon drew people towards the zone and had them queueing up to enter. This glowing 25-foot iconic pyramid was not just an attractive installation, people could step inside and be transported into the magic of the festival, full of floating lanterns and bursting crackers.
That was not all. They had the option of sharing a 360 degree video of the experience with friends and family on social media, thus extending the unique experience to thousands more.
Next came the sand art performance by renowned artist Kanthrisa showcasing the occasion of Diwali and a quest for the perfect gift for those precious to us.
Through the flowing medium of golden sand, he gave onlookers a peek into the heritage and legacy of Ferrero Rocher and how the brand has reached a stage where it is synonymous with high quality and is regarded as the best praline all over the world.
Were we done? Not quite. To everyone’s surprise, the golden backdrop turned to reveal Chefs, especially flown in from Italy for the activation, to demonstrate just how the best praline in the world is crafted – with precision and care, mixing high quality ingredients, all for creating those delicious concoctions that are nothing but perfect each time, with every bite.
And we didn’t just leave people with amazing memories. At the Golden Inspiration zone people could create their own golden decorations to take home for Diwali, a special memory of the brand experience shared with family and friends.
Strategically placed in the zone was also a counter where people could customize Ferrero Rocher packs for their loved ones, the ideal gift for Diwali. This ensured that there was an immediate call-to-action.
The on-ground activation gave consumers a reason for indulging in some high-quality decadence and ensured that the brand had a sweet Diwali too. It was a resounding success and went a long way in directly impacting sale of Ferrero Rocher packs. It helped establish the brand as a luxury delicacy, not just for personal consumption but also sealed its status as an ideal gift.
Instore Activation at the EEMAX Global Awards 2017
