Jenny Chan 陳詠欣
Dec 18, 2012

Awfullychocolate dishes out pop-up campaign in countdown to 'Mayan apocalypse'

HONG KONG - Awfullychocolate is offering free sweets to mark 21 December—the supposed end of the world according to those who believe the Mayan calendar predicts our doom.

Awfullychocolate dishes out pop-up campaign in countdown to 'Mayan apocalypse'

The giveaway activity is Ogilvy’s pop-up advertising campaign for Awfullychocolate's product line, called Awfullygoodtogo.

The activity is set to unfold in three stages starting today through Friday. Posters depicting chocolate at the centre of worship (below) have been placed around Hong Kong, directing people to the brand’s Facebook page via the URL themayansareright.com.

Hong Kongers will be given instructions to visit one of two pop-up tents in Central or Tsim Sha Tsui on Friday, the "Fudgement Day" itself, when they will receive free chocolate cups, chocolate bars and cookie twin packs after saying the 'secret' password: 'The Mayans are right'.

The freebie campaign is also a call-to-action to direct the public to Circle K stores to purchase awfullygoodtogo chocolate bars.

Simon Handford, executive creative director of Ogilvy & Mather Advertising Hong Kong, said the campaign idea is meant to give people "a fun excuse to indulge themselves without remorse".

Because the campaign has been designed to engage fans at multiple levels, driving them to both the brand’s Facebook page and physical stores, Handford says he expects to see a significant amount of buzz generated through social-media platforms, including Instagram, Sina Weibo and Twitter.

Credits:

Project: “The Mayans are right”
Client: Awfullychocolate
Agency: Ogilvy & Mather Advertising Hong Kong
Creative Director: Mike Middleton
Account Executive: Greg McNamara
Social Media: Tim Ho, SALT
Exposure: Facebook, Twitter, Instagram, Sina Weibo, in-store

Source:
Campaign China

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