WUNDERMAN THOMPSON ZURICH
A campaign of the tobacco brand Camel (JTI) with the aim to reach more people as customers. Various interactions were created and there was a possibility to win prizes. Below is a more detailed explanation.
TASK
Tobacco brands like Camel are legally only allowed to communicate and advertise in a protected setting, such as on the Camel website, which requires registration - but not in public spaces or on social media. How do you still manage to reach people who are not already registered Camel users with a digital promotion?
SOLUTION
Good conversations often start with a compliment. To spark and become a part of the dialogue between consumers and their environment outside the Camel platform, we created a Camel Compliments Generator. The shareable aspect, chances to win, personalization and customization options were as driving elements.
IMPLEMENTATION
The "Let's Share a Smile" GIF generator was developed. With the web app, camel.ch users could send unusual and funny compliments as individualized GIF animations via SMS, WhatsApp or mail. Users could enter the recipient's name and select the relationship to him/her: Family, Friends or Lover. After that, they had the option of what to send a compliment for: For cooking skills? For humor? Or for beauty? In total, 78 humorous, nice and charming compliments were created especially for the GIFs and brought to life with matching animations. The automatic addition of names gave them an additional, personal flair
In a further step one had the chance to win a prize at different junctions.
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If you didn't win, there were various consolation prizes, such as these wallpapers in different resolutions for the matching device: