Title | SCREAM STOPPERS |
Brand | DELFI SINGAPORE |
Product / Service | CHUPA CHUPS |
Category | A02. Best Use of Merchandising/In-Store Marketing |
Entrant | BBH ASIA PACIFIC Singapore, SINGAPORE |
Entrant Company: | BBH ASIA PACIFIC Singapore, SINGAPORE |
Sales Promotion/Advertising Agency: | BBH ASIA PACIFIC Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Steve Elrick | BBH | Regional Executive Creative Director |
Douglas Hamilton | BBH | Deputy Creative Director |
Adrian Chan | BBH | Deputy Creative Director |
Daphne Ng | BBH | Agency Producer |
Felicia Tan | BBH | Agency Producer |
Kristal Nelson | Illustrator | |
Lindsey Cummings | BBH | Engagement Planner |
Aidan Gibbons | The Mill | Director |
David Webster | BBH | Business Director |
Joanna Yeo | BBH | Associate Account Director |
Samantha Dalton | BBH | Account Executive |
Lindsey Cummings | BBH | Planner |
Brell Chen | BBH | Agency Producer |
The Mill | Post Porduction | |
Fuse Family | Audio |
Chupa Chups makers of the famous lollipops asked us to create a promotion to help them get a bigger share of the lucrative, but terrifyingly competitive Halloween candymarket.
Instead of selling ourselves as another candy, we repackaged the humble Chupa Chups as the “Scream Stopper”, an amazing device designed to block embarrassing shrieks of terror at their source. We distributed Scream Stoppers at the place they were needed most: horror movie showings. Then before each movie began, a special PSA film advised audiences to activate their Scream Stopper so they could enjoy being scared to death without fear of embarrassment.
Nationally, Chupa Chups’ Facebook fans more than doubled. Over 11% of the population interacted with our page, with over 300% more feedback than our nearest competitor. The top 3 cinemas chains aired our Scream Stopper promotional films campaign free of charge and post-campaign have begun stocking Chupa Chups at their refreshment kiosks, creating a lucrative and previously untapped distribution channel. Most impressively however, the campaign helped our client record their highest grossing Halloween ever Finally, enough Scream stoppers were distributed to stop 840,000 decibels of screaming terror, roughly the equivalent of 7000 jumbo jets taking off.
Rather than go head to head with the other candy companies we created an entirely new market – scream prevention – where no competitors existed! The campaign was also bang on the brand’s philosophy of taking “Life Less Serious” - Even being terrified is something to have fun with!