To launch new flavours (BBQ & Tomato) for the Chipster product range via digital media.
Challenges & Objectives
Following from a very successful launch of the brand and product towards the end of 2007, expectations on the introduction of new flavours were very high. The new products were introduced in April this year to ignite interest in the products again in a gloomy economy with consumers being weary and cautious about spending.
With online videos gaining popularity over this past year and ‘netizens’ ever willing to share a funny video, we conceptualised a campaign to search for our Chipster Superstar to ‘act’ in Chipster’s very own short film, which will be aired on national TV. 5 short films were created specifically for this campaign. For 4 of the videos created, we allowed the public to be ‘film directors’ with the ability to cast their stars and ‘write-in’ the scripts before sharing it on various social networks for everyone to have a laugh. The public then decides the top 4 films through public voting. These top 4 are then cast in the grand finale video which is aired on national TV during TV3's Buletin Utama segment. Results Within 8 weeks of the campaign, we had 77,779 unique visitors to the site, each spending an average of 3:09mins. The campaign also garnered 5,274 members registering (more than 2.5 times when compared to the initial launch) on the website. A total of 746 videos were created with 1,137 videos being sent directly to friends. 474 videos were shared onto social networks with an average daily of 17,034 ‘netizens’ viewing these videos (13,189 are the average daily unique visitors viewing these videos). This additional brand exposure through the social networks easily surpasses the website statistics of average daily unique visitors by 10 times. Doing a blog search for “Chipster Superstar” on Google returned 106 blog entries.
The Chipster Superstar Contest
Kerry Khoo, Lee See Yin
Tan Kok Huat
Web Designer/Multimedia Designer
Tan Kok Huat, Yap Fui Lon, Alan Liew
Sonny Soh, Chris Tan
Desmond Kiu, Zufar Zahran, Jeffrey Tang
Immerse Communications Sdn. Bhd.