| Title | ROMANTICONS |
| Brand | GLAXOSMITHKLINE |
| Product / Service | RIBENA |
| Category | D01. Digitally Led Integrated Campaign |
| Entrant | TBWA\TEQUILA SINGAPORE, SINGAPORE |
| Entrant Company: | TBWA\TEQUILA SINGAPORE, SINGAPORE |
| Advertising/Web Design Agency: | TBWA\TEQUILA SINGAPORE, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Rupert Hancock, Gary Steele, Hagan de Villers | TBWA\Tequila | Creative Director |
| Jonathan Ng, Danny Teo, Cheng Shu Yau, Michael Leong, Chang Tuck Wah | TBWA\Tequila | Art Director |
| Kestrel Lee, Zul Annuar | TBWA\Tequila | Copywriter |
| Kaye Cheng, Miretti Litunzira, Dominic Chin | TBWA\Tequila | Designer |
| Ben Williams, Tony Chew, Andy Johari Tan, Tan Sue Lin, Letchumi Ramadas, Guna Kr | TBWA\Tequila | Programmer |
| Jonathan Ng, Safian Anuar, Sam Siong Wee | TBWA\Tequila | Illustrator |
| Stephanie Lee | TBWA\Tequila | Production Manager |
| Farah Iqbal | TBWA\Tequila | Agency Producer |
| Cheng Wee Ling, Loke Chew Ling | TBWA\Tequila | Account Service |
Our challenge was to broaden Ribena’s consumer base to include the elusive teen market. We created a 6 week campaign called the Greatest Love Story Never Told. Unique codes found on Ribena packs unlocked sets of Romanticons so our audience could post their own love stories to win prizes. With 16,933 codes entered, over 200,000 Romanticons were downloaded. Our library of 69 emotions common to everyday teen language meant that our branded emoticons became a visual language that was accepted, endorsed and distributed by the teen market through peer to peer communication - instant messaging, blogs, social networks and forums.