Brief Explanation

Calbee highjacked delivery packages by replacing traditional and boring brown boxes with giant Calbee bags. We knew that consumers who ordered goods online always looked forward to their deliveries with anticipation and excitement, coincidentally the exact same feeling running through them while opening a bag of Calbee. That’s why they were pleasantly surprised when they received a Calbee bag instead of their mail packages, reminding them of the joy that opening a bag of Calbee brings, right at their doorstep.

Execution

Calbee highjacked delivery packages by replacing traditional and boring brown boxes with giant Calbee bags. We knew that consumers who ordered goods online always looked forward to their deliveries with anticipation and excitement, coincidentally the exact same feeling running through them while opening a bag of Calbee. That’s why they were pleasantly surprised when they received a Calbee bag instead of their mail packages, reminding them of the joy that opening a bag of Calbee brings, right at their doorstep.

The Brief

For 20 years, Calbee has been the leading snack brand in Hong Kong. People’s love for Calbee goes way beyond the taste itself. The Calbee experience is defined by the moment of excitement when opening the pack. And it is this exact feeling of joyous anticipation that we wanted to exploit and amplify!

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

We increased awareness through KOL’s and achieved over 2.2 impressions. Earned free media coverage in 18 publications and gained over 1.2 media impressions worth ~ HKD 1,000,000.

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

We found our perfect match in online shopping - after tracking your shipment for days, the most exciting moment is always when you finally get to open that package. And so, we decided to hijack every opportunity where people and packages unite - and insert the sheer joy of the Calbee experience. We cooperated with express delivery companies and replaced their boring brown boxes with different Calbee packages of various sizes. So the next time you receive a package, you get to experience the joyful opening of a Calbee package. This way, every person in Hong Kong who opened a delivery parcel was given the chance to open good times with Calbee.