Especially when it comes from the master chocolatiers, Lindt.
But Lindt wanted something that was distinctly un-Swiss to
reflect it’s un-serious new chocolate.
The new brand had a name that was all about connecting and being your
outgoing self. So we created an activation platform around the name, and asked
a question that became the answer to the entire campaign: Why say hello when
you can sing hello?
This question was why a four-man barbershop quartet was assembled -
to be the voices of the campaign, signing well-known songs that have
the word “hello” in it.
They would sing hello everywhere. Anywhere people could say hello, we were
going to convince them to sing it, instead.
In national retail outlets, at weekend markets, on the Gautrain
and the MyCiTi bus, at the premiere of Pitch Perfect, even on a plane.
And once we had them convinced, people could sing hello themselves in one of
our hand-built karaoke phone booths, which were set up in locations
nationwide. There, everyone had a chance to sing for a free Lindt Hello
chocolate and win a trip to the musical capital of the world – New York.
The campaign created immense awareness of the new brand, and chocolate
lovers across South Africa got to know the Swiss brand’s surprisingly fun side.