TracyLocke London took home two Gold IPM awards for its experiential, PR and social media campaign for Dolce by Ferrero Rocher at the recent IPM Awards at the London Hilton Hotel.
Dolce by Ferrero Rocher was awarded Best Use of Social and Best Consumer Product Food. The award-winning campaign titled “Dolce by Ferrero Rocher” was an unprecedented, multi-sensory dining experience set in the heart of Covent Garden.
The campaign consisted of bespoke social and digital content along with PR-generated event coverage, and it resulted in sell-out within just 24 hours of launching and whet the appetites of over 3,000 guests.
Emma Colquhoun, Regional Category Director for Ferrero Rocher commented, “We were excited to be working with TracyLocke to produce a campaign that truly delivered a unique way for consumers to reappraise the delicious taste of Ferrero Rocher. The consumer engagement and reach delivered proved an exciting result for us at a key time of the year.
”Designed to get consumers to reappraise Ferrero Rocher’s taste credentials, the brand experience also led to vast user-generated content across social media which featured everything – from the theatrical way the molten chocolate was poured over the dessert to the glittering photo selfie wall studded with over 4,000 Ferrero Rocher chocolates.It was a recipe for success from the start. A comprehensive amplification strategy of PR, social activity, video content and influencer engagement coupled with ATL was pivotal in maximizing the reach and impact of the event.
Combined with some pretty tasty results, the campaign won over judges at the 40th annual IPM awards, recognizing creativity and effectiveness in promotional marketing campaigns.Upon winning the awards last night, Hugh Boyle, CEO of TracyLocke, commented, “TracyLocke is incredibly proud to have won our first UK award with Dolce by Ferrero Rocher. The team was able to create a best-in-class campaign for one of the most iconic chocolate brands, delivering an immersive and sharable experience that educated and entertained in equal measure.”
With the launch of TracyLocke London in 2016, the two award wins have helped to further establish the agency’s credibility and standing within the local UK market.
