AGENCY: M+K Wien
CLIENT NAME: Mondelez Österreich GmbH
Campaign started: Q4 2017
Campaign ended: Q1 2018
Created at: September 14, 2018
Mondelez Austria had the opportunity to sponsor the Austrian Olympic team during the Winter Olympics 2018 in Pyeongchang, Korea.
Expectations were high, since winter sports are a particularly important part of the Austrian national identity. Moreover, Austrians have the same feeling of nostalgia when they think about Milka, since the brand is perceived as classic Austrian. Clearly, this was a key event for the brand.
The challenging brief: Develop & implement a concept/big idea for a 360° activation to communicate the Milka sponsorship of Austrian Olympic Team during Winter Olympics 2018. Leverage the full potential. Think big. Play all assets.
Be part of it (Sei dabei!). Austria is a winter sports nation and proud of the achievements of its athletes. As a brand perceived as Austrian, Milka is especially proud to sponsor the Austrian Olympic team 2018. Now Milka invites all Austrians to be a part of it and not “just” sit in front of the TV.
Milka unites us in cheering for our athletes online, even making it possible to support them in Korea and welcome them back at the VIP homecoming.
- Phase 1 (Q4/17):
- Leverage ski-star shooting for PR and producing online content.
- Be part of it (Sei dabei) and win a flight to Pyeongchang. Raffle with proof of purchase – enter code online found on specially designed Olympic promo packs. Communication on: OOH billboard, Website, Social Media, Online, Onpack, POS
- Phase 2 (Q1/18):
- Be part of it (Sei dabei)! Cheer for our athletes online and win VIP packages or a ski day with our Olympic sky stars at the ski-opening in Sölden. Communication: TV, OOH Citylight, Online, Website, Social Media, POS, Onpack, ambient Media
- Pop-up store with virtual reality skiing at Vienna city hall (Eistraum)
VIP homecoming Meet & Greet
Although the quantitative results were not shared with us, we have received very positive feedback from Mondelez. Particularly positive remarks were given for the online videos of the ski stars as well as the implementation of the shooting of the ski stars together with their PR agency, which resulted in many positive news stories.
Campaign element description:
Summary video about the promotion
Interview with one of the ski stars at the shooting with subtitles for social media