SCREAM STOPPERS

Short List
TitleSCREAM STOPPERS
BrandDELFI SINGAPORE
Product / ServiceCHUPA CHUPS
CategoryA02. Best Use of Merchandising/In-Store Marketing
EntrantBBH ASIA PACIFIC Singapore, SINGAPORE
Entrant Company:BBH ASIA PACIFIC Singapore, SINGAPORE
Sales Promotion/Advertising Agency:BBH ASIA PACIFIC Singapore, SINGAPORE

Credits

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

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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!