Use of Branded Content created for Digital or Social Media
J. WALTER THOMPSON CAIRO, EGYPT
STARCOM Cairo, EGYPT
J. WALTER THOMPSON CAIRO, EGYPT
The idea was to have the packs directly engage with our target.
Through the pack design, we gave each flavour a character using differentiating colors and elements such as piercing, braces, mustache...
With that being established, we gave each flavor a personality, distinct tone of voice, values and a bit of history.
After fully developing the characters of the packs - we sent them online to engage with the consumers - using Facebook Live.
The idea of the live show was to create dialogue around relatable content, by appealing to our target through trending topics. The live episodes created ample room for engagement; the packs invited consumers to interact with them and encouraged Facebookers to tag/invite friends to tune-in, ensuring more people would take part.
We recruited 4 talents that represent each of the 4 flavours, and those characters represented the personalities of the flavours in both the invitation videos and live episodes.
We developed a technology that reads the talents' mouths and body movements, translating those onto the packs. So each body/mouth movement the talents were making was reflected on the packs.
We went live 4 times and each week the packs talked about a trending topic, leaving much room for consumers to share their opinions in the comments sections.
4 copies were created and aired on TVC as well as online. The objective of these copies was to introduce the new packs, and establish the time and day of the live episodes. The aim was to recruit as many people as possible and ensure a large audience during the live show.
Each TVC copy was aired a few days before the live episode.
We started seeding the invitation videos a couple of days before the live shows to invite as many people to join. Each invitation video aired 2-3 days before the live episode.
The invitation videos reached more than 2 million people on Facebook, and more than 1.5 million viewers on Youtube.
The engagement around the live videos showed great success, engaging close to one million people online.
Chiclets was successfully perceived as a younger, and more interactive brand. The direct engagement with consumers and the ping-pong conversations brought the brand closer to the people, and boosted love of the brand.
The comments on the live episodes and the reactions proved that people perceived the brand as friendlier and more approachable, therefore relevant.
We took live engagement to the next level. By animating the Chiclets packs and turning them into independent Internet characters, we brought them to life and had them engage directly with consumers.
We created invitation copies that were aired on mass-targeting mediums such as Youtube, Facebook and TVC to entice people to tune-in at the time of our live shows.
Our live episodes became an entertaining platform, made more interesting through engagement with the consumers.
This platform we created directly reflects our target’s mobile technology behaviour- on-the-go entertainment available at the click of a button.
Insights, Strategy and the Idea
These days it is challenging to grab the attention of teens. They are very demanding, especially from brands, and do not want to spare their attention to average content. We wanted to gain not only their time, but also their love. Direct interaction with them was the route we chose to reach this destination.
Because we know that Teens are hard to get ...
we did not invite teens to come to our platforms.
we hijacked the platforms on which they already are.
We jumped the popular and increasingly trending Facebook Live-wagon, creating Facebook live episodes, but with a twist - by animating the packs and having them appear and interact with consumers.
The campaign idea - gum packs going live and talking to consumers- was fully in alignment with out brand platform; Nothingness is everything.