Tic Tac Turns to Digital to Lure SE Asian Millennials
Tic Tac is drawing on celebrities in Singapore, Indonesia, and the Philippines to target Millennials in a design-your-own packaging contest.
Tic Tac is drawing on celebrities in Singapore, Indonesia, and the Philippines to target Millennials in a design-your-own packaging contest.
A competition encouraging fans to design their own Tic Tac packets has been launched in Singapore, the Philippines, and Indonesia, in a bid to engage Southeast Asian Millennials.
Tic Tac is driving engagement for the campaign through Facebook, Twitter, Instagram, and YouTube alongside the endorsements of local celebrity artists and designers.
The initiative is proving most successful in Indonesia, where the Tic Tac “Design Your Pack” campaign has already generated 5,735 design submissions and 106,932 combined views on Facebook and YouTube since its launch on January 6. In the Philippines, 1,674 designs have been submitted and 67,989 views generated since January 19. Singapore, meanwhile, attracted 1,500 designs and 8,182 combined views before the campaign ended in December. Both the Indonesian and Philippines campaigns run until mid-March.
“While Millennials are very connected and always online, they are also in a space that is very noisy and highly cluttered. We needed a digital campaign that would cut through the clutter and reach out to them in a way that speaks their language, and establish Tic Tac as a spontaneous brand that brings freshness to their everyday life,” says Low Jun Jek, group creative director at Grey Digital Singapore, the agency behind the campaign.
The campaign revolves around a number of YouTube videos showing the stories behind the Tic Tac packet designs of local celebrities.
In Indonesia, Tic Tac has employed fashion blogger Diana Rikasari and musical group Endah N Rhesa to share their ideas on creativity in these short YouTube videos.
Fashion blogger and designer Camille Co and television personality Chino Lui Pio are endorsing the initiative in the Philippines.
Visual artist the Killer Gerbil and Singapore-based musician Sandra Riley Tang promoted the project in Singapore.
The videos aim to reinforce the idea of spontaneity to reflect Millennial attitudes of living in the present and independent expression, says Low.
“Everyone can be a writer, an artist or a ‘creator’ these days with digital, social media, and technology fuelling one another – and the Millennials in these markets are testimony to that,” he says.
The campaign is being promoted by the celebrity influencers through their social media accounts, including Facebook, Twitter, Instagram, and personal blogs, in addition to tailored content on Tic Tac Facebook fan pages.
Banner and preroll ads were also employed on Facebook, Spotify, Skype, and YouTube in Singapore and ads on Facebook, Xaxis, and YouTube seeding in Indonesia and the Philippines. Free-to-air television commercials were also shown in the three countries.
The top prize is a trip for two to Melbourne, Australia, and an iPad mini or a Diana F+ camera for runners up.
The campaign runs until March 10 in Indonesia and March 16 in the Philippines. The Singapore initiative finished in December 2014.
To learn more about Indonesia’s evolving digital marketing landscape, don’t miss ClickZ Live Jakarta 2015 on March 24 and 25. Formerly known as SES Conference & Expo, ClickZ Live returns to Jakarta this March for the second year following the outstanding success in 2014. Featuring marketing experts from leading brands including PT, Mitra Adiperkasa, Singgasana Hotels & Resorts, Mercedez Benz, Reckitt Benckiser, XL Axiata, OLX Indonesia, AXA, FWD Life, Coca-Cola, eBay, and many more!