The world’s largest ‘hands-on’ interactive product launch
written by Andrew Durkin
Press release15th December 2016
Singapore and China, 15th December 2016 – Ksubaka today revealed the results of the world’s largest hands-on experiential product launch for Milka chocolate brand. In just one month more than 12.4 million consumers had a physical interaction with Milka, learning about the product, its ethos and forming an emotional connection.
As one of the billion dollar brands of the Mondelēz International family, Milka chocolate, which originated in the European Alpine area in 1901, is widely popular among customers in more than 30 countries. It is Milka’s insistence on using pure milk sourced from the Alpine areas that has enabled Milka chocolate’s tender taste to last for over a hundred years. Mondelēz China has attached great importance to Milka chocolate as a brand new category in the China market.
As part of its launch Mondelez China appointed Ksubaka to devise, create and execute a campaign that would get noticed on a scale never seen before. Ksubaka’s media network of 7000+ touch screen playSpots located in over 130 cities across China were used to deliver an in store interactive branded mini game. Consumers were encouraged to learn about the key attributes and history of Milka chocolate through the power of play. To complete the experience shoppers were invited to interlock fingers with a friend (or stranger) to make a Milka chocolate bar, this created a special moment of ‘Tenderness’. Consumers were then encouraged to take a picture and share their moment of tenderness through social channels (and 5,700 did on Weibo) for a chance to visit the origin of Milka – The Alps.
In just 30 days (October 1st 2016 – October 31st 2016), the campaign has delivered astonishing results;
“Ksubaka’s unique experiential campaign, at massive scale, has delivered amazing brand emotion and physical interaction, perfectly fitting with Milka’s brand ethos, that “Tenderness is inside,” said, Stephen Maher, president Mondelez, China.
“Brands have always struggled to engage with consumers at the point of purchase, combine that with the pressure online advertising faces to justify its self administered metrics and the opportunity for a new platform that addresses these issues is vast. Our rapidly growing media network is the first to deliver real-time results at the point of purchase at massive scale. Working
with Mondelez we have significantly moved the bar to what is expected from a consumer experiential engagement campaign – in just one month millions of consumers have had a physical interaction with Milka, this is the benchmark!” said Julian Corbett, CEO and founder, Ksubaka.
For images and additional information please download our press kit (160mb).
Founded in 2013 by British born entrepreneurs, with offices in London, Singapore and Shanghai, Ksubaka creates ‘Moments of Joy ‘ (MoJos) for shoppers through the power of play, and in so doing, has created a powerful media space in retail environments in Asia. MoJos are created through short, familiar and bite-sized interactive apps leveraging on the power of gamified
experiences to bring consumers into the heart of the brand story. MoJos are delivered via Ksubaka’s network of kiosks called ‘playSpots’ and take place a few feet away from the store shelf, right when consumers are ready, willing and able to make purchasing decisions.
Behind Ksubaka is a sophisticated real-time analytics and research platform, with accurate and fast updates and tools to allow for micro-data scrutiny (aisle-by-aisle, playSpot-by-playSpot) allowing brands to adjust strategy, even in the middle of a campaign.
For the first time advertisers can cost-effectively engage and convert shoppers in a sustainable and scalable manner.
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