March 27, 2012 § 1 Comment
If you like chocolate (I do!), you will probably like what the Danish chocolate brand Anthon Berg recently did.
To bring their tag line “you can never be to generous” to life, they opened a pop-up chocolate store for only one day. But instead of hard earned cash, you had to pay with the promise of a good deed. For every product you bought you could pick from a catalog of mostly fun and sometimes cheeky promises, such as cleaning a friend’s house or garden, serving breakfast in bed for your loved one, not talking behind your girlfriends back for a month, etc. Facebook was used to document the promise using iPads made available in store.
As you can see in the video people lined up for hours to be able to pay some chocolate with a good deed.
I love this event because it encourages people to “pay it forward”. We have seen brands engaging in”random acts of kindness“, but the agency Robert/Boisen & Like-minded, who conceived the idea, takes it to another level, turning Anthon Berg into the facilitator that encourages the consumer him/herself to engage in random acts of kindness. What a great way to communicate your values employing an event that is talk worthy, yet social and fun enough for the the audience to wait over an hour ot be able to participate.