Mondelēz · C.I.A.
Category Intelligence Army.
Client: Mondelēz International · Agency: Ideas desde cero · Year: 2018
Mondelēz wanted its customers to see it as the leader in biscuits. Instead of telling them so in a meeting room, we recruited them: for two hours they were agents of a secret organisation.
Challenge
Every year, Mondelēz’s biscuit category (Oreo, Príncipe, Chips Ahoy!, TUC, Fontaneda…) gathers its key customers to present what’s new and agree the strategy for the year ahead. In 2018 the brief asked for one thing: to walk out as the undisputed category leader.
Idea
A category is led by whoever knows it best. To make that plain, we created the C.I.A., the Category Intelligence Army: an intelligence agency devoted to biscuits, where every customer walked in as a guest and walked out as an agent.
The cover
No hotel, no conference room. A black van, a neighbourhood grocery shop and, behind the biscuit shelf, the way into a secret base designed and built for this mission alone.
Seven rooms, one mission
Each room held one part of the business plan: the trends, the launches, the strategy. Fifteen actors, ten of them Mondelēz employees, led the agents to the end of the route: the room where deals get signed.
- 15 actors, ten of them Mondelēz employees
- 10 sessions of over two hours
- 80% of the invited customers closed a deal
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