2009: Before emojis became a fun social and mobile creative route from 2016 to 2017, I've been using them as a creative device with my work with MSN messenger in 2008. In 2009, we pitched and won the Ribena retail activation work for Singapore and Malaysia.
Challenge: How to make Ribena more attractive to teenagers when it is often bought by
younger children at convenience stores?
Challenge: How to make Ribena more attractive to teenagers when it is often bought by
younger children at convenience stores?
Strategy: Pitch the product in the language of teenagers i.e. emoticons/emojis
Idea: "The greatest love story never told". Relatable and relevant to teens.
Media: Replace Ribena scratch cards/scratchies at convenience stores with emoticons or "romanticons" and ask consumers to create romanticon stories to celebrate its new flavour mixing lemon and blackberry. The campaign became a viral hit!
Media: Replace Ribena scratch cards/scratchies at convenience stores with emoticons or "romanticons" and ask consumers to create romanticon stories to celebrate its new flavour mixing lemon and blackberry. The campaign became a viral hit!
