Background

Simple fact, mealtime is, practically, the only time kids don’t feel like they are playing. They need to sit still, eat their veggie and don’t make a mess. And parents want all of that done fast. Well, doesn’t seem like fun, does it? Kids love to lose themselves in plays and games. That is the time when we can ask them to do what we like. Let’s do that. Let’s make a mobile game that feeds your kids.

Describe the creative idea

Tipco Superkid, the healthy juice brand for kid, wants to create healthier and happier mealtimes and we believe we can do that with what most parents are already using, as a bargaining chips to get their kids to finish their meals, the mobile platform. However, what is available on the mobile platform today are only for viewing pleasure, hence during, mealtime becomes more of a distraction than helper. Presenting ‘CHEWTOON’ An interactive cartoon application powered by chewing. That’s right, chewing. We utilize a facial motion technology that detects the mouth’s motion when chewing. Every chew gives fun actions in the story such as choosing a map/ making an action/ getting a magical item. There are more than 1,500 possibilities in the story to enjoy. What’s more, parent needs to confirm that the meal is finished before rewards are given.

Describe the strategy

Focusing on parents with kids aged 3-7 years, Tipco Superkid Juice offers a solution to parent’s nightmare of a feeding time. Kids will munch through their meals because the meal is now part of the game. Not only that, but in time, they will learn that meal is fuel for everything. Helping mom turns mealtime into fun time and her nightmare to chill time, we won’t only win the moms but we’ll have also demonstrated that we know kids. Turning mealtimes destruction into helpful tools.

Describe the execution

Collaborating with Thailand's Famous Artist Team to design the elements in the story such as background, character design, object, etc. We also adapted motion capture technology to a chewing motion detector to calculates the actual movement of kids’ mouth when chewing. Finally, we launched our CHEWTOON application on Android Platform which is compatible with all android smartphones and tablets.

List the results

Bringing a healthier mealtime between parents and kids.