| Title | OISHI HOT HIPON |
| Brand | OISHI PRAWN CRACKERS |
| Product / Service | LIWAYWAY MANUFACTURING CORP. |
| Category | E05. Influencer / Talent |
| Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Idea Creation | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Media Placement | VIZEUM Makati City, THE PHILIPPINES |
| Production | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
| Production 2 | HOW'S EVERYTHING Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Melvin Mangada | TBWA\Santiago Mangada Puno | Chief Creative Officer |
| CJ De Silva-Ong | TBWA\Santiago Mangada Puno | Creative Director |
| Kirby Jagape | TBWA\Santiago Mangada Puno | Art Director |
| Christine Acuña | TBWA\Santiago Mangada Puno | Art Director |
| Theodore Pateña | TBWA\Santiago Mangada Puno | Copywriter |
| Nicole Lintag | TBWA\Santiago Mangada Puno | Other Credits |
| Noelle Segundo | TBWA\Santiago Mangada Puno | Business Director |
| Andrew Licaros | TBWA\Santiago Mangada Puno | Account Director |
| RJ Paculan | TBWA\Santiago Mangada Puno | Planner |
| Chino Testado | TBWA\Santiago Mangada Puno | Planner |
| Kyna Marquez | TBWA\Santiago Mangada Puno | Planner |
| Gino Montalvo | Freelancer | Director |
| Sunny Lucero | TBWA\Santiago Mangada Puno | Agency Producer |
| Francis Bagnes | TBWA\Santiago Mangada Puno | Agency Producer |
| Eugene Valencia | TBWA\Santiago Mangada Puno | Digital Producer |
| Teejay Jamlang | Freelancer | AR Filter Developer |
| Nicole Lintag | TBWA\Santiago Mangada Puno | Editor |
Shookt by the biggest TV network’s shutdown. Spicy Oishi Prawn Crackers - an out of sight, out of mind impulse snack. TV has always been its go-to platform. Imagine the shock when the country’s biggest TV network abruptly shut down. Trapped between a shutdown and a lockdown, the brand needed to reach out to snack-lovin’ Gen Z in an innovative way.
The hottest new platform for the hottest snack. Nothing on TV, nowhere to go. Quarantined Filipino Gen Z flocked to TikTok. From being bored at home to becoming viral memes, the app turned them into instant influencers all while locked up in their rooms. DIY content approach, all fun and good vibes, and a growing obsession from the brand’s target market. TikTok seemed like the perfect solution.
@hothipon - the spicy hot shrimp-fluencer. The inspiration: Hipon (shrimp, ebi, ਝੀਂਗਾ, 虾, креветка), Filipino slang for someone with a hot body and an ugly face. Meet @hothipon. The thirst-trapping, grinding, trendjacking shrimp-fluencer. He’s as hot as any TikTok star with a spicy twist - he’s got a prawn’s head. He even has his own dance challenge and IG filter!
Spicy Oishi Prawn Crackers. Firin’ up sales and social media. In just 3 days, 72,000 followers. In 6 days, 87,000,000 total video views, exceeding the app’s benchmarks. 4,431 user-generated dance videos 292,000+ engagements Despite the snack category suffering a -7.7% decline in 2020, Hot Hipon still fired up the brand’s sales. Home consumption for Oishi Prawn Crackers in Aug 2020 (12 weeks ending) grew 7.7% vs. previous year. Penetration in Aug 2020 (12 weeks ending) grew 4% vs. previous year.