CHIPSTER HIJACKS TV HOST
|Entrant||MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA|
|Type of Entry||Use of Media |
|Category||Best Use of Television/Cinema|
|Title||CHIPSTER HIJACKS TV HOST|
|Entrant Company:||MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA|
|Media Agency:||MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA|
|Chan Wan Lih
Results and Effectiveness:
The unconventional and unexpected, humorous “hijack” left a huge impact on a highly popular show. Online communities were abuzz and talking about it, awareness was boosted from 6% to 13%, and sales rocketed +30% during the campaign period!
The “Nothing Else Matters” brand attribute also soared from 16% to 27%.
Chipster maintained its position in the market place at 10.7% value share, and most importantly for only half the previous year’s advertising and promotions budget.
We leveraged on Malaysia’s leading youth channel – national free-to-air station, 8TV. Chipster was integrated into its popular, live entertainment programme called ‘Quickie’, where Chipster “hijacked” one of the hosts, Henry, during the show. Packs of Chipster were strategically placed in the studio, catching Henry’s attention and leading him to munch on Chipster non-stop. He was so absorbed with Chipster that he left his co-host Belinda with all the work!
Henry’s behaviour was pattern breaking, unexpected and slapstick funny, because TV hosts are supposed to be talking and communicating with viewers. The engrossed, Chipster-munching Henry personified Chipster’s “Nothing Else Matters” by enjoying Chipster so much until he forgot to do his job!
The execution not only resonated with the target, but it also remained a natural part of the programme without being intrusive.
Insights, Strategy and the Idea:
After a successful launch in Malaysia, Chipster’s second year budget was halved, leaving us to maintain Chipster’s current market position at 10.7% value share, double the brand awareness from 6% to 12% AND strengthen Chipster’s positioning of “Nothing Else Matters” when you have Chipster – all at half the cost!
With that challenge in mind, a Creative yet Cost Effective idea had to be created to capture the attention of our target – the elusive, urban, young adults, already spoilt for choice with 61 active brands with 358 active SKUs in the market place competing for their share-of-wallet.
As young adults tend to opt for light-hearted, slapstick humour as their choice of entertainment on TV after a long, hard, stressful day at work, we decided to engage them with an unexpected and unforgettable twist of events during their regular prime time live entertainment programme.