CHIPS AHOY! SHAKE OFF BOREDOM
Despite their unparalleled crunch and melt-in-your mouth chocolaty deliciousness - in 2015, Chips Ahoy! had a “Chips A-who?” problem. And China’s young workforce had an even bigger problem that work life is very predictable and this often leads to boredom.
Thus we aimed to get people to break the daily grind and ‘Shake off Boredom’ - transforming boring moments into “Chipper moments” of shareable fun.CN
In 2015, Chips Ahoy! had a “Chips A-who?” problem. The brand lacked everyday relevance with consumers, but China’s young workforce had an even bigger problem.
China’s young adults seek happiness from freedom and independence that comes from career success. The problem is, work life is very predictable and this often leads to boredom.
For Chips Ahoy!, this presented the perfect opportunity to add just a little bit of the brand’s fun DNA into people’s moments of boredom. And Chipper, our rising-star cookie champion, was the perfect candidate to get people to ‘Shake Off Boredom!’
‘Shake Off Boredom’ was built around our audience’s consistent (predictable) habit of using their mobile phone as an escape from boredom.
On the 11th of May (intentionally sounding like I shake shake) we owned this day, made it free from boredom, and all people had to do was shake shake.
China’s Millenial workforce had a big problem - the cost of ambition, upward mobility and career success, a predictable life of commuting, insane overtime, meetings, meetings…
A life doomed to – Boredom – punctuated only by the odd moment of relief afforded by the escape to mobile.
With mobile as the vehicle and our relentless hero at the helm - Chips Ahoy! could save happiness by helping a generation of young professionals shake off boredom with a Chipper bit of fun.
Happiness was not doomed while Chipper could come to the rescue. Partnering with China’s most popular social platforms, Chips Ahoy! leveraged mobile to inject the brand’s fun DNA into people’s lives.
Enter our hero Chipper, armed with the personality and panache to get people to break the daily grind and ‘Shake off Boredom!’
Beckoned to appear in people’s ‘boredom selfies’ at the shake shake of a phone, he saved the day - transforming boring moments into “Chipper moments” of shareable fun.
But this hero’s commitment to happiness did not end there. He rewarded fun selfies posted on his dedicated site with red packets flush with redeemable cash. Each flick of the wrist, not only offered another opportunity to ‘shake off boredom’ and win, but drove sales on ecommerce platforms as well.
And on the 11th of May, dubbed “Just Shake It” Day, Chips Ahoy! partnered with Tencent taking over their mobile ecosystem and external media partners: i.e. Sina weibo, Renren, Kuaidi, Netease to amplify Chipper’s message far and wide. On that day our hero stole the limelight, hitting the mobile airwaves to feature on China’s most popular shows and invite people to participate in the fun.
As an important strategic partner, focusing on creative strategies, results and as a leader in digital media, has established a brand image for Chips Ahoy! in Chinese consumer's minds.Yves Wu Digital Media Manager, Mondelez China