Hi Hangers

„Hi Hangers": Part of Milka's "Let's Neighbor Up" Long-Term Campaign.

Background: Today's Polish society faces a growing crisis of community, often stemming from frequent resident relocation. An estimated 1 in 10 Poles change their address every 18 months due to rising rental prices and the search for better prospects. Despite this mobility, a mere 9% consider themselves friends with their neighbors. Paradoxically, however, the act of moving itself presents an ideal opportunity to foster new neighborly connections.

Solution: We capitalized on this pivotal moment of relocation. In collaboration with 15 leading moving companies, Milka utilized their moving vans as a direct communication channel. A surprise package was unexpectedly placed among the moving boxes. Inside each set, residents discovered "Hi Hangers" and Milka chocolates. These allowed movers to attach a chocolate to the hanger and pen a friendly welcome note for their new neighbors.
The campaign's primary goal was to demonstrate that the often-stressful moving process can be an ideal opportunity for connection, and to provide a practical tool to facilitate this. By offering a sweet, customizable icebreaker, we showcased how a simple, handwritten welcome note could transform strangers into neighbors. To broaden reach, the same sets were distributed at Castorama for DIY movers, and users of Otodom (Poland's largest property portal) were targeted through contextual advertising.

Results: Crucially, this hyper-targeted approach ensured the campaign moved beyond mere awareness, driving tangible action and impressive results:
• The campaign reached 88% of the Polish population.
• 22% of all Poles who relocated during the campaign period got the "Hi Hangers."
• It also generated 5 million additional purchases of the special "Neighborly Milka Edition" chocolates, beyond regular sales.