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

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.


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

Campaign China

Related Articles

Just Published

14 hours ago

IPG becomes first company to integrate Adobe ...

The IPG Engine is set to be integrated across their full spectrum of operations, providing a suite of services that span the entire content lifecycle, including creation, curation, assembly, personalisation, and measurement.

15 hours ago

Where is China’s gaming industry headed next?

A draft legislation was published in December outlining plans to restrict in-game purchases in a bid to curb “obsessive” gaming behaviour in China. Then it disappeared. What happens next?

15 hours ago

The rise of indies amid Japan's advertising oligopoly

Amid the vast expanse of Japan's advertising landscape dominated by giants like Dentsu, Hakuhodo and ADK, independents are mushrooming. These David-like contenders may lack the colossal budgets of their Goliath counterparts, but they wield a different kind of power—one fueled by strategy, resilience, and agility.

1 day ago

Dentsu bags Popeyes India's creative mandate

Account won post a multi-agency pitch