The Generous Upgrader

BRIEF

Get new potential customers to sample Anthon Berg’s product and show our brand philosophy of generosity

IDEA

The Anthon Berg Generous Upgrader is a specially built machine that informs airline passengers about quality of their seat and ‘upgrades’ them accordingly with chocolate. The crappier the seat, the bigger the chocolate upgrade.

RESULTS

• 12,000 travellers experienced the activation (20% than expected)

• PR attention from major media around the world