Kinder snaps surprises

How the Ferrero brand leveraged an unchanging human insight - the love of capturing moments - and a giant photo booth egg to drive its birthday campaign.
Kinder Eaton Centre 081714-18 (1)

Ferrero’s Kinder Surprise is rolling out a giant touring egg in light of its 40th anniversary.

Of course it’s not just a giant egg – inside, consumers can get their photos taken in an old-school photo booth. But as they wait to say “cheese,” a Kinder egg drops through a specially-made chute, hopefully putting an even bigger smile on kids’ faces, says Shoshana Price, group brand manager, Ferrero Canada. Afterwards, kids can head out to play with their toy on nearby tables.

The egg is currently set up in the Toronto Eaton Centre, before going on tour across Canada over the next year.

Inspiration for the campaign came from the product itself, she says. Each layer of the product (the wrapping leads to the chocolate, the chocolate leads to the prize) is “moments upon moments of unwrapping smiles,” she says. So the giant photo booth with a surprise is designed to create that same reaction.

Those who aren’t able to get to the giant egg’s location can also head online to have their photos taken on the brand’s Facebook page.

The campaign will be supported by digital billboards that will stream the photos from the booth, the Facebook page, as well as anything tagged with the hashtag #Kindersmiles. Mobile ads will also push out, based on geolocation, to target those nearby.

At this year’s CNE, the photo booth egg’s next stop, the brand is also hoping to get into the Guinness Book of World Records, by breaking the record for most candies unwrapped at a single time (the current record is held by the School Wide Activities team at Tarleton State University in Stephenville, Texas. The number to beat is 614.)

The campaign was led strategically by PR firm Hill+Knowlton, while Touché! handled media and Black Chalk Marketing took care of execution.

“There are a lot of things that keep me up at night (beside my one-year-old),” Price says. “For me, just staying relevant with how people are engaging – not only with each other but with brands – is changing so rapidly. You really want to stay on top of trends that are happening with consumers, but as a marketer I don’t want to just jump on a bandwagon. [And] a lot of what I’ve seen is people jumping on a trend – selfies, flashmobs.

“What’s wonderful about our campaign is we’re doing something that’s been a trend forever - taking pictures. And the way people take pictures and how you share them has evolved, but the root of capturing the moment with family members hasn’t changed. We’re leveraging that lifelong insight of people wanting to capture moments.”