Chupa Chups Direct RAVEN BBH Singapore


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Sector Caramelos, bombones
Media Direct
Mercado Singapur
Agencia BBH Singapore
Regional Executive Creative Director Steve Elrick
Publicado febrero 2012

Creditos y descripciones

Category: Direct Response Digital: Other Digital Platforms
Product/Service: CHUPA CHUPS
Regional Executive Creative Director: Steve Elrick (BBH ASIA PACIFIC)
Deputy Creative Director: Douglas Hamilton (BBH ASIA PACIFIC)
Deputy Creative Director: Adrian Chan (BBH ASIA PACIFIC)
Product Director: Pieter Walraven (BBH ASIA PACIFIC)
Product Manager/Video Producer: Dillah Zakbah (BBH ASIA PACIFIC)
Business Director: David Webster (BBH ASIA PACIFIC)
Associate Account Director: Joanna Yeo (BBH ASIA PACIFIC)
Account Executive: Samantha Dalton (BBH ASIA PACIFIC)
Engagement Planner: Lindsey Cummings (BBH ASIA PACIFIC)
Engagement Planner: Rachel Filer (BBH ASIA PACIFIC)
Media placement: TV Campaign - Facebook - Chuck Worldwide - 17th February 2012
Media placement: TV Campaign - You Tube: RAV3N: Never Not Winning: Chupa Chups Global Channel - 17th February 2012

Describe the brief/objective of the direct campaign.
Chupa Chups asked us to launch ‘Chupa Chucker’, their first ever Facebook game, and get as many people playing as possible. In such an ultra-competitive space, we knew we needed a twist. Our strategy was to create the ferociously competitive community of online gamers vying for the title of Chupa Chucker World Champion.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Instead of asking you to play Chupa Chucker against your friends, we asked you to beat someone that nobody likes: Introducing Karl ‘RAVEN’ Walraven, creator of the world’s first mouth-operated joystick, self-crowned Chupa Chucker champion and notorious douchebag. Thanks to his secret weapon the ‘N-Joystick’ Raven was not only annoying but annoyingly good, setting a record score of 458,740. Anyone who could knock ‘Raven’ and his disgustingly effective joystick from the top of the leader board would not only be crowned the new Chupa Chucker world champion but would steal Raven’s actual trophy.

Explain why the creative execution was relevant to the product or service.
Chupa Chups’s brand line is ‘Life Less Serious’. This campaign lived up to this by poking fun at Raven, a man who took video gaming far too seriously. Furthermore, we made Chupa Chups the crown jewel of the campaign by building the world’s first mouth-operated joystick around it.
We began by announcing the coronation of the new Chupa Chucker World Champion, just 3 weeks after its release. To do this we released an online documentary, introducing Raven and his new mouth joystick. As the documentary spread across the web, Raven himself began sh*t-stirring by sending cocky personal messages to the 1.1m fans on the Chupa Chucker fan-page. Next, he started flamewars on the world's top online game sites, challenging well-known gamers to take him on. As the campaign drew on, Raven began publicly insulting Chupa Chucker's top 50 scoring players on the fan-page wall. Even after a new world champion was crowned, Raven refused to disappear, personally messaging anyone who beat his record score to begrudgingly congratulate them.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Raven and his mouth-operated joystick caught the attention of both the online media and the ire of Facebook’s gaming community. In the 4 weeks since launch, Chupa Chucker saw a 350% player growth, creating a community of over 12,000 enraged gamers all aiming to dethrone Raven. With a campaign budget of just $5,000, that translated into a cost of only $0.40 for each player recruited. Most awesomely, due to the huge positive reaction to the N-Joystick, Chupa Chups will soon be producing the device for the mass market, changing the way people play games forever.