In order to avoid illustrated stock characters, seen a hundred times, and make something different and attractive for the new campaign for TIP TOP flips on the platform Markiraj dosadu (skip boredom), Imago Ogilvy tapped one of the most famous street artists and video animator Vanja Vikalo, aka LINNCH, and together they created a campaign that “skips boredom”.
Darko Bosnar, Art & Innovation Director, said it’s always nice to create a story from the beginning with a client who understands that it’s very important to invest in the campaign execution and try to avoid the photo and illustration stocks.
“How to intrigue kids and encourage them to interact is probably one of the biggest challenges in marketing activities of brands, given the passivity, quick loss of interest and demands of conversion from advertisement into interaction,” said Bosnar.
Tip top flips is a favorite snack among young people and the agency wanted to raise the existing connection to the next level, bearing in mind the characteristics of today’s kids.
“The creative concept of ‘skipping boredom’ is exactly what the young people today identify with – they clearly let you know what they find boring, and what they ‘run’ away from,” reads the statement.
The main challenge was how to present this ‘two-way’ concept in the digital environment and enable kids in one place to mark what’s boring, and at the same flee (skip) it.
The solution was achieved through a carefully planned set of activities on online platforms that target group uses. “The research showed us that in a given moment kids very positively react to GIFs. They use them to communicate in chat platforms, they use them as status on Facebook, and they garner a large number of reactions in the form of likes, comments, shares,” explained Bosnar.
The campaign, ie. online activities, began with creating two cartoon characters; Tip and Top, who are presented in 20 GIF episodes in a humorous and positive way, showing current and stereotypical situations that kids are bored with. Episodes are marketed through Facebook and Instagram posts and already in the first stage the reactions were overwhelmingly positive.
Hrvoje Hrvatin from 1i0, says the second phase included moving towards fulfilling the goal of interactions, so Facebook and Instagram posts brought users to the web app Markiraj dosadu, which is designed as an archive of all GIF episodes of Tip and Top characters, but more importantly, it is a place where the user has the opportunity to point out what’s boring.
The application is fully functional both on desktop and on mobile devices, and allows users to “mark” events or locations.
Communication with fans on Facebook was further intensified in the comments, for which replies were created through comic illustrations of campaign protagonists Tip and Top, who thus addressed directly each user in the comment feed in a direct and visible way. The bulk of such communication was achieved on the brand’s own Facebook page, but Tip and Top also commented and communicated with Facebook users on other Facebook pages visited by kids.
During the campaign more than 1,000 GIFs were created, and the number of interactions on Facebook in terms of followers, likes, comments, and shares was outstanding.
Did all this activity had sales results? Of course. In the period of the campaign sales of TIP TOP snacks increased by 16% and the platform remains to be an active place where there is no room for boredom.
CREDITS:
Agency: Imago Ogilvy
Chief Creative Director: Igor Mladinović
Art&Innovation Director: Darko Bosnar
Copywriter: Darko Bosnar, Goran Bader, Josip Listeš
Designer: Marko Gereci
Account: Željka Perković
Illustrator: Vanja Vikalo Linnch
Music: Dejan Matović
Animation: LINNCH, Sanja Šiljković
Media Manager: Hrvoje Hrvatin
Digital: 1i0, Željko Glavor, Predrag Kezić, Ana Škuj, Hrvoje Hrvatin
