Toblerone

 

Experiential, Influencer Activity, Design, Digital Advertising.

 A multilayered partnership including Branded window display, influencer activity and unique in store wrapping station at Selfridges

WHY

Our brief from Toblerone was to highlight their Toblerone Truffles as a gift for Christmas and beyond whilst also positioning the brand as progressive and premium.

WHAT

Kicking off the partnership with Selfridges, we transformed the iconic Selfridges window into an artful expression of the ‘Add a Diamond’ campaign, tying it seamlessly to both the in store activities and the wider OOH activity.  Delivering an immersive, visual expression that spoke to the essence of the campaign.

For two weeks, in a confectionary brand first, Toblerone took over a space on the third floor, positioned among high-end fashion brands like Ganni and near the main atrium, which meant it could be seen by passing traffic on the escalators. We created a stunning, premium Toblerone wrapping station that served as a juxtaposition to the surrounding floor of luxury Women’s fashion.

Toblerone also had a dedicated space in the confectionery department, strategically positioned near the iconic Christmas shop. This display was designed as a focal point for the campaign, drawing in customers who regularly seek out Toblerone in this area and guiding them toward the main activation—the wrapping station on the third floor—while reinforcing the 'Add a Diamond' message.

Selfridges  became a perfect “just add a diamond” playground for lifestyle influencers to interact with the campaign’s experiential elements across the Selfridges store, amplifying the key ‘Add a Diamond’ messaging even further.

“eff are amazing to work with, they are meticulous throughout every step and always come up with very interesting and creative ideas. We’ve loved working with them!”
— Publicis Media
“The team is great to work with! The passion, dedication, resilience and hands-on attitude stand out.”
— Mondelēz International

IMPACT 

  • 14.5k Toblerone Truffle boxes sampled

  • 3.5m footfall across 7 day Oxford St Selfridges window activation during the festive period

  • 26m+ total reach/OTS across store, online and social

  • The first time that a confectionary brand has activated throughout the Selfridges store and online channels, outside of confectionary itself.

  • Campaign won Gold in MEU MDLZ Marketing Excellence Awards in the ‘Intelligent Brand Experience’ category.

 
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