Lowe Romania and Kinder Surprise opened the secret door

Creativity, Marketing

Lowe, HyperActive, Initiative and GolinHarris made an integrated communication campaign for the new Mouse Doctors collection from Kinder Surprise. The campaign started with a teaser in the 2nd half of August during which both adults and kids were invited to discover the surprise of this fall and find out what Kinder Surprise hides behind the secret door.

For 2 weeks, the discussion about the secret behind Kinder door was on TV and online, the teasing being followed by an offline revealing in the Kinderland. There, it was unveiled the fact that the secret door was an inflatable structure like a cheese placed at the entry in the park and that was showing the way to the most amusing cheese hospital. Inside, all the characters of the new Kinder Surprise collection, the Mouse Doctors, were waiting for the kids and fans to have fun together.

In the cheese structure, conceived like a labyrinth, the kids made aquintance with the 9 characters from the Mouse Doctors collection and were treated with fun and loads of games.

The campaign will continue with a series of in store events thought as a caravane . Dr.Mouse cabinets will be placed in the parking lots of couple hypermarkets in Bucharest, but also in other Romanian towns.

The activation continues through special projects in print and online, a TV ad signed by Lowe&Partners. Also, the media for the campaign is handled by Initiative.

The campaign for the new Kinder Surprise collection was integrally developed by Lowe&Partners, Initiative, HyperActive and GolinHarris teams, the agencies handling creative, BTL, media, digital communication and PR components. Ferrero team was coordinated by Camelia Dau – Senior Brand Manager Kinder.