Campaign:

Chocoiste Launch

Market:

New York City

Flight Window:

April & June 2007

Fleet Size:

6 Scooters

1 wrapped SUV

4 additional "Godiva Girls"

Handouts:

100,000 pieces/chocolate

100,000 coupons

Godiva Chocolates

Objective:

To help Godiva launch its Chocoiste line of portable chocolates in NYC

Execution:

For 2 weeks in April and 2 weeks in June, a Godiva scooters converged upon Manhattan and showered the city in Godiva chocolates. Running 8 hours per day and followed by a Godiva-wrapped support SUV, the scooter pilots, with the help of 4 "Godiva Girls", handed out over 100,000 pieces of chocolate and 100,000 coupons for premiums redeemable online and at the Godiva stores. By the end of the campaign's first week, Godiva's retail numbers were up over 20%.