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The real hero

Agency Network: 
Published/Aired: 
September 2016

Description

The classic show “Ben 10” was premiering with renewed series in Bulgaria in October 2016 and we had to attract new fans (6-15) to the unique action character through a direct approach. So we created a very special one-to-one stunt in a shopping center, where kids could decide if they wanted to become more than heroes, just as Ben. They were surprised by a randomly ringing branded phone and when they picked it up, they received real-time instructions from the Bulgarian Ben, who wanted them to help him. But there was a small hook – kids had to choose only one of two doors at the end of the mall. First door was labelled “Become a hero, win a prize for yourself”, while the second stated “Become a unique hero, donate a prize to children in need”.
Results: around 50 kids picked up the phone for 1 day and 40 of them chose to the donate prizes, which were given to SOS Children’s Villages in Sofia, Bulgaria. The viral video was viewed more than 300,000 times from the target, involving them to the unique show and brand’s premise “It’s Hero Time!”.

Ambient advertisement created by Gobox, Bulgaria for Cartoon Network, within the category: Media.

Advertising Agency: Gobox, Sofia, Bulgaria
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Highest Rated

Deadpool's picture

Laaaaaame

Deadpool
Activity Score 119
Temple's picture

It's nice to see Bulgaria discovering ambient advertising, but we don't come to this site for this.

Temple
Activity Score 11341
Creative Director
kleenex's picture

I do not mind seeing it.

kleenex
Activity Score 51126
Web Designer/Developer
Deadpool's picture

Laaaaaame

Deadpool
Activity Score 119
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