Background

The ubiquitous Buy-Now-Pay-Later business model isn’t difficult to replicate. That’ll explain the onslaught of competitors eyeing their place in APAC. Atome looked to stand out in brand differentiation, as the platform that provided unique value beyond just their payments solution. To add, commerce giants had already staked their place in the region, mostly with the help of world-renowned celebrities like Lee Min Ho, Hyun Bin, Christiano Ronaldo and Jackie Chan as their ambassadors. A new star, singing a new annoyingly catchy jingle, every month. How were Atome going to cut through that noise and combat influencer fatigue to surprise an audience who have seen it all? To brand Atome Week as Atome’s ownable and highly-anticipated annual shopping event and to make Atome famous across APAC. GEN Y & GEN Z - Increase to 40% brand awareness SOCIAL CHANNELS - Gain 15K organic interactions APP INSTALLS - Drive 111,373 app installs

Describe the creative idea (30% of vote)

We fashioned our own breed of influencers - real kittens. They’d form a pop supergroup called Atome Kittens, a nod to 90s British trio Atomic Kitten. Turning ecommerce’s standard influencer marketing formula on its head, the world’s fire feline supergroup fronted a one of a kind shoppertainment event. The devil’s in the details. To ensure we addressed a spectrum of audience with different lifestyle behaviours, we crafted the kittens’ personas with different personality traits in mind. Their different personalities personify the brand values of Atome: Aspirations, Access, Advice. For example, Zesty is the passionate self-improver (Aspirations), while Savvy loves to share hacks and tips on smart shopping (Advice). As for Sassy, she’s the trendsetter with access to the latest and greatest in fashion, beauty and lifestyle (Access).

Describe the strategy (20% of vote)

Influencer Fatigue Jingles, influencers, and discounts - three ingredients for every sales event today. Our customers have seen and heard it all. Only 3% of consumers are found to be influenced by celebrity endorsements in their product purchase decisions. We know our work is cut out for us: How can we break into a scene so noisy with monotonous jingles and crowded with expensive influencers? NOWstalgia We had to lean on something young consumers have affinity with, and we realised that nostalgia provides comfort and memories of simpler times and also fuels creativity and imagination for the future. PANDEMIC PLAYLISTS Spotify saw 54% increase in listeners making nostalgic-themed playlists at the height of the pandemic outbreak. And the internet makes it easier than ever to revisit the pasts we yearn for - providing comfort and connection.

Describe the execution (20% of vote)

“Atome Get It Week '' primarily ran as a mobile-first campaign, with communications going out via the channels of Tiktok, Instagram and the Atome app. We let the cats out of the bag literally - with the Atome Kittens Music Video and soundtrack on Instagram, YouTube, Spotify, TikTok, advertorials and radio spots. A series of digital activations soon followed. TikTok The #AtomeKittens challenge. We challenged consumers to dance along to the soundtrack, and encouraged every kitten in the region to be our influencer. We also had the Atome Kittens hosting their own live talk show with daily deals. Titled "The Not So Late Night Show with Atome Kittens", the live talk show featured Sassy and TikTokers in each market, making banter, demonstrating makeup tutorials and revealing fashion hauls. Instagram On Instagram, we created a filter game where they played as Zesty Kitty collecting prizes that dropped from the sky.

List the results (30% of vote)

Exceeded goal and hit 46% in brand awareness for Singapore, met expectations and achieved 5% for Indonesia. Exceeded goal by increasing Atome’s organic interactions to 30,090 (200.6% increase) Exceeded goal and 138,581 app installs (124.43% increase) ​​The TikTok Hashtag challenge (ID, MY and SG) and IG Dance challenge filter (HK only) were viral hits: 4.2 billion views (target: 10 million) and 612.6K user generated content (target: 8K) in Indonesia 4.3 million views (target: 1 million) and 8.2K user generated content (target: 7K) in Singapore Apart from the many UGCs garnered through #AtomeKittens, our one-of-a-kind campaign also gained attention within the advertising landscape, with earned media on trade publications like Marketing Interactive and Campaign Asia.