Nestlé France - Crunch
CRUNCH PULLS NORMAN OUT OF HIS ROOM / J. Walter Thompson Paris
Despite a strong reputation, Crunch didn't communicate for a while and missed the web step.
The challenge was to reconnect Crunch Chocolate with a teen target audience. Norman is the new emerging web star in France (www.youtube.com/NormanFaitDesVideos) with his homemade videos, all shot on webcams from his bedroom. As the strategy of Crunch is 'liberate your potential', the idea was to take Norman out of room big time to travel around the world for one entire month non-stop, where he shot a 5 mn video per week and per destination, posted on Youtube and Facebook. Each destination was voted by fans. The winning destinations were Iceland, Tokyo, HawaÏ and Los Angeles. All the videos were posted on www.youtube.com/crunchfrance and on Crunch fanpage www.facebook.com/crunchfrance, where the fans could follow all the around the world trip during one month, as documented by Norman himself.