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, with 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 his room, big time, to travel around the world for one entire month non-stop, shooting a five-minute video per week and per destination, posted on YouTube and Facebook.

Launch the campaign
Published
August 2012
Topics

The Story

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, with 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 his room, big time, to travel around the world for one entire month non-stop, shooting a five-minute video per week and per destination, posted on YouTube and Facebook.

Each destination was voted on by fans, directly onto the video. The winning destinations were Iceland, Tokyo, Hawaii and Los Angeles. All the videos were posted on the brand's YouTube channel and on the Crunch Facebook page, where fans could follow the trip during one month, as documented by Norman himself.

The Technology

The Results

Each destination was voted on by fans, directly onto the video. The winning destinations were Iceland, Tokyo, Hawaii and Los Angeles. All the videos were posted on youtube/crunchfrance channel and on the Crunch fan page on Facebook, where the fans could follow the around-the-world throughout the month, as documented by Norman himself.

364

total cups of coffee drunk

Launch Date Feb. 22, 2012