| Title | ROMANTICONS |
| Brand | GLAXOSMITHKLINE |
| Product / Service | RIBENA |
| Category | A07. Best Use of Digital Media, Including Social Media, Mobile Phones, PDAs etc. |
| Entrant | TBWA\TEQUILA SINGAPORE, SINGAPORE |
| Entrant Company: | TBWA\TEQUILA SINGAPORE, SINGAPORE |
| Advertising Agency: | TBWA\TEQUILA SINGAPORE, SINGAPORE |
| Media Agency: | GROUP M Kuala Lumpur, MALAYSIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Rupert Hancock, Gary Steele, Hagan de Villers | TBWA\Tequila Singapore | Creative Director |
| Jonathan Ng, Danny Teo, Cheng Shu Yau, Michael Leong, Chang Tuck Wah | TBWA\Tequila Singapore | Art Director |
| Kestrel Lee, Zul Annuar | TBWA\Tequila Singapore | Copywriter |
| Kaye Cheng, Miretti Litunzira, Dominic Chin | TBWA\Tequila Singapore | Designer |
| Ben Williams, Tony Chew, Andy Johari Tan, Tan Sue Lin, Letchumi Ramadas, Guna Kr | TBWA\Tequila Singapore | Programmer |
| Jonathan Ng, Safian Anuar, Sam Siong Wee | TBWA\Tequila Singapore | Illustrator |
| Stephanie Lee | TBWA\Tequila Singapore | Production Manager |
| Farah Iqbal | TBWA\Tequila Singapore | Agency Producer |
| Cheng Wee Ling Loke Chew Ling | TBWA\Tequila Singapore | Account Service |
In just 6 weeks a total number of 16,933 codes entered and over 200,000 Romanticons were downloaded. This figure does not account for the total number circulating that has been shared between friends. Facebook accounted for 55% of referral traffic to the website, while our peer to peer approach accounted for a massive 75% of total visits. With a library of 69 Romanticons that captured emotions common to everyday teen conversations, our Romanticons soon infiltrated general instant messaging: branded Ribena Romanticons were suddenly part of the teen conversation.
Our campaign was driven through peer-to-peer communication on IM. We created a solution via a branded visual language that was accepted, endorsed and distributed by the teen market for us. We created a 6 week campaign called the Greatest Love Story Never Told. Using emoticons, unlocked from unique codes found on packs of Ribena, our audience could post their own love stories to win prizes. We created a library of emoticons to collect – we called them Romaniticons. The more packs of Ribena they bought the more Romanitcons they unlocked which meant richer story telling. Participants were encouraged to download their Romaniticons, use them on their IM clients like MSN and share them with friends to continue the story telling in their blogs, social networks and forums.
Our challenge was to broaden Ribena’s consumer base to include the elusive teen market. Our objective was to create a sustained brand engagement with teens that would shift their perception of the brand. We needed to create a campaign that was relevant, contextual and would resonate with teens. That would speak to them in their language. So we tapped into a channel that provided these attributes, instant messaging (IM). Singaporean youths are the most connected in Asia. On any given day, they spend up to 34 minutes on email, 1.5 hours in an online community; and a staggering 4 hours and 10 minutes on instant messaging.