Skittles Case study TELEKINIZE THE RAINBOW by Clemenger BBDO Sydney

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TELEKINIZE THE RAINBOW

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Industry Candies
Media Case study
Market Australia
Agency Clemenger BBDO Sydney
Executive Creative Director Paul Nagy
Art Director Luke Hawkins
Copywriter Ben Clare
Designer Airi Nakayama
Producer Dave Flanagan Programmer:
Digital Creative Director James Theophane
Strategic Planner Ryan O'connell, David Halter Pr
Editor Toby Royce
Released May 2013

Awards

Cannes Lions 2013
Direct Lions Product & Service; Fast Moving Consumer Goods Bronze

Credits & Description

Type of entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser: SKITTLES
Product/Service: SKITTLES
Agency: CLEMENGER BBDO SYDNEY, AUSTRALIA
Strategic Planner: David Halter (Clemenger BBDO Sydney)
Strategic Planner: Ryan O'Connell (Clemenger BBDO Sydney)
Editor: Toby Royce (Clemenger BBDO Sydney)
Sound Engineer: Anthony Tiernan (Clemenger BBDO Sydney)
Account Manager: Jacqueline Nunns (Clemenger BBDO Sydney)
Senior Account Director: Anna Walters (Clemenger BBDO Sydney)
Group Account Director: Emily Perrett (Clemenger BBDO Sydney)
Robotics Engineer: Ben Cai ()
Developer: Joshua Brown (Clemenger BBDO Sydney)
Programmer: John Knutsson (Clemenger BBDO Sydney)
Associate Producer: Crystal Rata (Clemenger BBDO Sydney)
Producer: Dave Flanagan (Clemenger BBDO Sydney)
Designer: Airi Nakayama (Clemenger BBDO Sydney)
Copywriter: Ben Clare (Clemenger BBDO Sydney)
Art Director: Luke Hawkins (Clemenger BBDO Sydney)
Digital Creative Director: James Theophane (Clemenger BBDO Sydney)
Executive Creative Director: Paul Nagy (Clemenger BBDO Sydney)
Describe the brief from the client
Skittles has one of the biggest global pages in the world. We know that fans are 28% more likely to continue using the brand (compared to non-fans) when we pop up in their news feed. They are also 41% more likely to recommend the brand to their friends.
We were tasked to test engagement of Skittles fans in Australia and New Zealand with the first localised Facebook activity ever for the region. So with that in mind, we gave them a Facebook experience to remember and share.
Creative Execution
Giving fans the ability to move physical objects without touching a thing is a world first. From the idea through to bespoke programming and robot design, every part of this campaign was original.
As far as the brand goes, there are two guiding principles that must form the backbone of any campaign.
1. Skittles to be at the heart of every story.
2. The story must leave people asking…WTF?
Entirely through Facebook, we gave fans the ability to move actual Skittles in the real world via their webcams - ultimately delivering on the brief and the brand promise in spades.
Creative Solution to the Brief/Objective.
We did what any self-respecting brand would do…we gave our fans telekinetic powers.
To achieve this we developed new technologies that read users’ eye movements via their webcam, and relayed the commands back to WiFi-controlled robots (to which Skittles were attached). This enabled our Facebook fans to take control of Skittles in the real world, and move them alongside one another in real-time - without actually knowing how they were doing it - all within Facebook.
On average, Facebook activity to date was reaching 16% of our fans (160,000). We were tasked to achieve incremental reach, without any media investment.
Results
In just one week…
- Skittles went from being ranked outside the top 100, to the 3rd most popular branded Facebook page in Australia.
- The campaign reached 1 million people via earned media.
- Users spent an average of over 4 minutes each on the App.
- ‘Likes’ of Skittles Facebook page increased by 1,500% every day.
All with a media budget of $0.