Title | THE SECRET TALE OF THE MIGHTY MINI PERI-PERI |
Brand | NANDOS |
Product / Service | NANDOS |
Category | G02. Illustration |
Entrant | TBWA\KUALA LUMPUR, MALAYSIA |
Idea Creation | TBWA\KUALA LUMPUR, MALAYSIA |
Media Placement | AMPERSAND ADVISORY SDN BHD Kuala Lumpur, MALAYSIA |
Production | TBWA\KUALA LUMPUR, MALAYSIA |
Production 2 | GRAND THEFT RECORDS Petaling Jaya, MALAYSIA |
Production 3 | KF PRODUCTION Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
Hui Tsin Yee | TBWA\ Kuala Lumpur | Managing Director |
Gigi Lee | TBWA\ Kuala Lumpur | Chief Creative Officer |
Siew Voon Ho | TBWA\ Kuala Lumpur | Creative Group Head |
Kharlal Nisha Sarfuddin | TBWA\ Kuala Lumpur | Senior Copywriter |
Olivia Ariferiani Sumitro | TBWA\ Kuala Lumpur | Art Director |
Adelle Adrian | TBWA\ Kuala Lumpur | Junior Copywriter |
Anlyne Chen | TBWA\ Kuala Lumpur | Junior Graphic Designer |
Fabian Lum | TBWA\ Kuala Lumpur | Senior AV Producer |
Judy Wong | Creative Juice\ Kuala Lumpur | Business Unit Head |
Esther Yow | Creative Juice\ Kuala Lumpur | Brand Executive |
Ken Foong | Individual | Animation |
Sabrina Jamaludin | TBWA\ Kuala Lumnpur | Strategic Planner |
Darren Chong | TBWA\ Kuala Lumpur | Intern |
People love their Nando’s PERi-PERi sauce. They love it so much, it’s triggered other copycats in the market. Thing is, most people don’t know all the hard work, heritage, and fire that goes into Nando’s PERi-PERi chillies, that make it so special. To keep Nando’s top-of-mind, we needed to educate the masses. But how can we target young people, when attention spans are getting shorter and shorter? And with a production budget less than peanuts,* how can we do it effectively online?
We brought the fiery heart, soul, and spirit of Nando’s to life, through an interactive storybook about a mighty, mini PERi-PERi warrior. This tale told the journey of the chilli, from its humble South African roots to how it stole hearts the world over. To target young people online, we then featured it as a targeted Instant Experience - designed for the mobile screen. Then reached out to them based on their age, profile and lifestyle.
We featured imaginary scenarios grounded in reality, with our PERi-PERi chilli as the hero, and our mascot, Barci, as its one true love. The scenes were supported with surreal elements symbolising each scene, and geometric shapes inspired by its rich South African heritage. The illustration-style brought out the fiery heart, soul and spirit of Nando’s in lush red and orange hues, with bold strokes symbolising bold flavours and fierce expressions for passion. To further immerse readers, select scenes were animated and made interactive, where they could swipe and tilt-to-pan 180 degrees scenes. To develop it, we composed the scenes through sketches. Then planned the animation and interactions, frame by frame. The character and scenes were then illustrated on a digital tablet on multiple layers for easy animation. Post-animation, the final output was uploaded as a Facebook Instant Experience and triggered for interaction. (View URL on mobile for the full experience)
The result? With a minimal budget and short online time frame, this eye-catching story brought the heart and soul to Nando’s PERi-PERi chillies, so they could stand out as a chilli like no other. It didn’t just help raise awareness for consumers, it fired up their hearts, tummies, and imaginations. It managed to generate 1,458,030 impressions, 9110 conversations and 13,367 clicks. All in just one week and counting.