Malaysian Media Awards Winners Showcase
2010 | Silver | Best Use of Digital (Online / Interactive / Mobile)
Advertiser: Kraft Malaysia Sdn Bhd Brand: Chipster Creative Agency: - Credits: Lee See Pin (Executive), Zufar Zahran (Senior Manager), Althea Wang (Manager), Chan Wan Lih (Senior Manager), Chong Lee Fen (Planner, GroupM Interaction), Lee See Yin (Creative Services, GroupM Interaction), Desmond Kiu (Manager, GroupM Interaction)
Challenge
Chipster needed to bite into the youth segment and increase market share with the launch of two new flavors for their potato chips. We needed to engage them in a new way that provides value to their favorite online activities and attention-seeking behavior.
Solution
We produced Malaysia’s FIRST branded webisodes! An online-movie series about the rescue of Chipster’s new flavours from the evil villain. Users could personalize the movies and the best personalized movies went onto national television.
Execution
We promoted out movies on Facebook and top websites. We worked with celebrity bloggers to drive a Chipster online-movie craze. We allowed users to share their personalised movies on Facebook, Twitter & other social platforms, driving viral.
Result
It generated huge online buzz! Video views reached 1 million. Hundreds of bloggers and even tech magazines talked about it. It grew Chipster’s market share by 3% points. It also won Kraft’s Best APAC Digital Campaign.
