Studies1 show 100% of the workforce suffer from workplace-related frustrations. Tired of colleague-induced migraines and OT stress, fellow jaded salarymen at social media agency PROTOCOL put their heads together and came up with a minty-fresh cure.
“We’ve all been in a situation where you want to tell someone to take a chill pill. Now you can literally – and this is the right use of ‘literally’ – offer them ChillPills,” said Kelvin Kao, Managing Director of PROTOCOL and creative lead for ChillPills.
A custom prescription of ChillPills includes a set of dosage instructions, a tin of mints, and a personalised medical leave certificate.
ChillPills has been featured in Marketing Magazine, the Drum, Campaign Asia, Mumbrella, and other advertising trade titles.
It’s our first time ever joining the MARKies Awards and we are delighted to have been nominated in four categories! 🏆
Most Creative – Brand Launch/Relaunch for Nestle Breakfast Cereals “Go Maxx or Go Home” Most Creative – PR for Nestle Breakfast Cereals “Go Maxx or Go Home” Most Creative – Social Media “MAGGI Hot Heads Challenge” Most Effective Use – Social Media “MAGGI Hot Heads Challenge”
A big thank you to our team and clients for their faith in us!
Singaporeans love spicy food. We’re willing to endure the pain of the spiciness to enjoy the tasty pleasures of the food. No matter how much pain MAGGI® Hot Heads puts you through, you’re willing to face its insane spiciness over and over – the tasty flavours just keep you coming back for more.
Spiciness also works as a double entendre for a situation or a relationship. Playing off this double meaning, we wanted to put different sets of personalities together in squaring off in a battle of personalities – and spice endurance.
Enter – the MAGGI Hot Heads Challenge.
We came up with a two-fold strategy tailored to our objectives.
Strategy
We set the campaign in motion by by working with a – perhaps the – leading influencer in the local arena, pretty well known for her spicy personality. Her 400K fans on Facebook and 600K+ on Instagram would serve as a conversational catalyst to generate considerable momentum for the campaign, alongside DJ and personality Dee Kosh.
Execution
PHASE 1 – THE TEASE: SETTING UP A SPICY SHOWDOWN
We wanted to kick off the campaign with some level of intrigue, leveraging on a content partner with a significant social media following. This was done with leading influencer Xiaxue commencing proceedings by somewhat cryptically putting out an open invitation to join her for a MAGGI Hot Heads tasting challenge.
This was of course, a set up for her usual partner-in-crime Dee Kosh to enter the conversation.
The spicy conversation then culminated in a challenge between the two social media titans
With the challenge accepted, the stage was set for an epic showdown between the two in just 3 days time. On MAGGI’s Facebook page, we rolled out a dramatic-looking “fight-bill” inspired poster – which was also cross-shared by the influencers.
The MAGGI Hot Heads Challenge video (produced by PROTOCOL’s in-house subsidiary UNMASTERED) premiered right on time on MAGGI’s Facebook page, and quickly went viral: with over 500 shares in less than 24 hours, reaching close to 1 million people and 200K views early on.
Overall, the campaign saw
a reach of over 3 million people
over 600K video views
6K+ content engagements including 1K+ shares
across all social media channelswith largely positive sentiment towards the campaign and many expressing excitement for the product. Campaign saw a huge incremental spike in interest and google searches over time, reaching its peak popularity in Aug 2018, a week after the campaign roll out.
In celebration of SG52, we decided to develop a deck of 52 playing cards, with each card having an illustrated icon of Singapore.
We shared it on social basically for fun, it went viral and requests to buy kept coming in. In the end we sold out two complete print runs and decided to call it a day.
Oh and fifty-two was featured in over 20+ media mentions including Straits Times, Sunday Times, Nylon Magazine, Juice Magazine, Mothership, SGAG, The Smart Local, Honeycombers, 8 Days, Teenage, the Weekender, and Monocle Magazine. That was pretty cool.
