34 was asked to create a campaign to drive sales of Swiss luxury chocolate brand, Lindt, by positioning its Lindor chocolate as the ultimate Mother's Day treat that provides the best gift of all - an irresistibly smooth me-time moment of pure personal indulgence.
"There's no greater moment of indulgent escape quite like curling up with a good book... it's just you and the story (and the occasional rustle of unwrapping a Lindor of course!). So we came up with a way to guarantee more moms having more me-time thanks to Lindor and Exclusive Books," says 34 Executive Creative Director, Richard Phillips.
To enter, shoppers must buy a pack of Lindor and SMS the unique code on-pack to stand the chance to win a book valued at R150 from Exclusive Books. There are over 30,000 books to be won and every fifth pack is a guaranteed win.
Winners will receive a winning code that can be used at any of the 48 Exclusive Books stores nationwide or redeemed on the Exclusive Books online store - a brilliantly simple redemption mechanic that eliminates the need for costly and complicated prize fulfillment.
"Sometimes brands just fit together perfectly, and partnering the premium, indulgent Lindor with a respected brand like Exclusive Books has given us extra ways to really make mom feel spoilt this Mother's Day," says 34 Managing Director, Grant Hillary.
Lindor will be taking over Exclusive Books stores with branded sensormatics, shelf talkers, tent cards and hanging mobiles; and Lindor-branded bookmarks and shopping bags will be given out to all shoppers who purchase books during the campaign period. A Lindor Mother's Day message will also be sent to Exclusive Books' Fanatics Club members who will be able to win a Mother's Day Best Read selection as well as a Lindor hamper.
Red Lindor-branded chaise longues will be placed in selected Exclusive Books and Vida e Caffe stores along with a pile of books and Lindor chocolate for consumers who wish to take a few minutes to relax and enjoy an irresistibly smooth me moment far from the madding crowd.
For additional awareness, 34 has also developed decadently indulgent media packs for bloggers and press. The pack consists of a box resembling the escape button on a keyboard, a book, three movie tickets intended for family members so moms can have some much needed me-time - and, of course, a box of Lindor.
The campaign, which will also be supported through sampling promoters, social media and PR, launches in April 2014 nationwide.