The insight came from the traditional way Swedes treat Christmas and the thought that we had to put a different spin on what many were used to doing every season to actually increase share. With that, the idea of the traditional production of the gingerbread house came into focus and drove the strategy to encourage consumers to build a different type of house – a chokladhus (chocolate house) - using Marabou chocolate products.
We showcased and inspired the creation of the new Marabou Chocolatehouse tradition though a number of differnet channels:
- Six Youtube influencers (ex: https://www.youtube.com/watch?v=WdfpOIJO680)
- National OOH and Digtial OOH campaign demonstrating different house styles
- OLV breakbumps/billboards on Youtube with turorials
- Facebook and Instagram tutorials, inspirations and calls for constructions.
- In-Store Display and tutorial TV