With the holidays around the corner, we wanted to share this clever marketing plan that shows the power of generosity from one big-hearted company.

 

"You can never be too generous." That's the motto behind fine Danish chocolatier Anthon Berg and behind the Generous Store -- a temporary chocolate pop-up store that the company opened in the center of Copenhagen, Denmark.

 

The Generous Store opened for only one day in February 2012 to inspire others to see the positive effects of generosity. The store didn't accept cash or credit cards. The only payment recognized was the promise of a good deed.

 

The store was filled with boxes of candy marked with 30 different "price" tags, such as "Serve breakfast in bed to your loved one," "Talk nicely to your mother for a week," and "Don't comment on your girlfriend's driving for a week." 

 

Customers could purchase chocolates based on the deed they were willing to carry out. The most popular tag was "Help clean your friend's house," while the least chosen was "A week where you don't lie to your father."

 

Once shoppers chose their chocolates, they found an Anthon Berg staff member with an iPad. Using the iPad, shoppers logged into their Facebook account and pledged to carry out the good deed by posting it on their own wall, and the wall of the receiver. Anthon Berg could then see the good deeds being carried out when shoppers posted videos, pictures, and comments on the company's Facebook page of themselves fulfilling their promise.

 

The Generous Store was so immediately successful that customers waited in line for an hour and a half to get inside the store. During the five hours it existed, hundreds of thousands of city shoppers saw the Generous Store and its mission to bring generosity to the masses.

 

The Generous Store gained the Anthon Berg brand a lot of attention. News of the store quickly spread through media across national news, websites, and social media. From there, buzz spread worldwide and the pop-up store was featured on more than a thousand websites.

 

Furthermore, Anthon Berg sales rose by 12 percent compared to the same month the prior year, and helped propel Anthon Berg as a generous and socially minded brand. All this because they decided to take a little risk and spread the spirit of giving.

 

We wish you all a very happy holiday season and a generous, prosperous new year!

 

 

Sincerely, 

 

Mona Graham
 
Monogram Communication Services

798 University Avenue

  

  

In 2012, we want to help you get the most from your marketing budget. Call us today to learn how we can take away the pain that often comes with creating brilliant solutions.