VOTING COLORS FOR FUN

TitleVOTING COLORS FOR FUN
BrandM&M'S
Product / ServiceSNACK
CategoryC03. Use of Social Platforms
EntrantBBDO TAIWAN Taipei, CHINESE TAIPEI
Idea Creation BBDO TAIWAN Taipei, CHINESE TAIPEI

Credits

Name Company Position
Martin Tsai/Nipei Chen/Jess Tsai/Hsin-Yi Lin/Ennis Chen BBDO ECD/SAD/AAD/CW/CW

The Campaign

We utilized a highly sensitive political period in 2016, after Taiwan's president and legislative election, released a telephone call that recorded an act of vote buying that caught the attention of Taiwanese people. Shortly after we revealed the mystery, which was actually “M&M’s Voting Colors for Fun” campaign. This election campaign immediately followed the Taiwan’s presidential election and made it very clear that there would be bribery. With a purchase of a pack of M&M’s, consumer could cast a vote to win a grand prize of 50,000 dollars in cash. All five M&M’s candidates humorously related to current political events to rally for votes, and to give the consumers a "voting colors" election that was full of joy!

Creative Execution

Taiwan’s presidential election took place on January 16th, 2016. At the day, M&M’s five different color characters were on their official facebook fan page to encourage people to vote, and then a telephone call that recorded an act of vote buying on social media was released and been widely discussed. Shortly after, "M&M's Voting Colors for Fun" campaign was officially launched on the facebook site to reveal the consumer event. Five M&M’s candidates humorously related to current political events to rally for votes for one month both online and offline, getting Taiwanese consumers to be more familiar with M&M’s characters and voting for them by product purchases.

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

The campaign sparked the attention of Taiwanese people who were very color-sensitive, and it even caught the concern of the government’s electoral fraud team who shared our post online. During the event there was a rapid sales growth of 79%, an increase of 11.4% in market share, 3478% more than the expected online total views, creating an incredibly high value in earned media. Through M&M's election, colors regained their essence of fun in the hearts of Taiwanese people.

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

In Taiwan, colors had been labeled with political standpoints. M&M’s, being known for their colors, hoped to change the mindset. After Taiwan’s presidential election, a telephone call that recorded an act of vote buying was released and caught the attention of Taiwanese people. Shortly after we revealed the mystery, which was actually “M&M’s Voting Colors for Fun” campaign and made it very clear that there would be bribery: consumers who voted with product purchase had a chance to win 50,000 dollars in cash. During the campaign there was a rapid sales growth as well as an increase in market share.

In Taiwan, colors represent different political parties and standpoints so Taiwanese people have had a hard time to connect colors with fun. M&M’s, being known for their colors, decided to make Taiwanese people feel the fun of colors once again. Our target audience was middle-heavy user of the Internet aged from 18 to 49, so we utilized a telephone call that recorded an act of vote buying as publicity stunt online sparking the attention of Taiwanese people during a highly sensitive political period, further to address the core proposition of this campaign “Voting Colors for Fun”.

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