THE RAINBOW
GUY DEBATE
In 2015, PENNY inadvertently caused a national crisis: “The beginning of the end for Christmas and Christianity in Germany”. The so-called Zipfelmann, a religion-neutral chocolate treat from the Douceur brand, was going to stand next to the beloved chocolate Santa Claus that PENNY has every year. Only through the courageous postings of concerned PENNY customers and the nationwide coverage on television, blogs, and newspapers could this catastrophe be uncovered.
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Two years later – in 2017 – we increased the discussion about diversity by presenting a special rainbow design of the Zipfelmann with a simple facebook post.
The Result:
The small social campaign was able to hit a 70% organic reach, more than 47,300 interactions, and recognition across television as well as all major online portals. The “Zipfelmann” campaign was the best-performing piece of content, with the highest engagement, since PENNY’s launch on Facebook. Never before has such a high organic reach been achieved in terms of budget used and creative effort. 1.3 mill. reach; 47,300 interactions; 4,500 shares; 200,000 “Zipfelmann” chocolates sold in 3 days; over 13,000 comments
​Client: PENNY
Agency: Serviceplan, Parasol Island
Production: Parasol Island
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AWARDS
2018 | RED DOT AWARDS – 1x RED DOT
2018 | DIGITAL COMMUNICATION AWARD – 1x SILVER
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