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Creative in association withGear Seven
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VML Qais Plays Some 'Twitctionary' for Pictionary Launch

29/08/2014
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Twitter users' doodle requests fulfilled on social media platforms

Mattel Southeast Asia teamed with digitally-led marketing agency VML Qais to launch the new Singapore version of family classic Pictionary, resulting in a 20% uplift in sales.

Mattel had proudly produced Pictionary Singapore, a local version of its family favourite containing famous Singapore landmarks, dishes and of course words from inimitable local slang ‘Singlish’. Mattel Southeast Asia came up with a cost-effective solution to launch Pictionary Singapore on the country’s 49th birthday, Saturday 9th August.

VML Qais had just four weeks to generate buzz and genuine engagement in the run up to Pictionary Singapore’s National Day launch. Given the importance of this national holiday, and significant activity around the annual parade and live telecast, traditional advertising tends to be cluttered. Brand messaging tends to utilise print and TV to either wish Singapore a Happy Birthday, or to wish Singaporeans a Happy National Day. The challenge was to engage people and brands in a meaningful way. The agency’s scope of work included campaign strategy and implementation; art direction, content creation and community management/engagement; media strategy, planning, buy and implementation.


Using #Hashtag: #PictureThisSG the campaign employed Twitter as its primary platform: and Instagram as its secondary.

Having ‘listened’ to Twitter for PictionarySG key-words, VML Qais engaged an eminent doodle artist to create pictures in real-time. These were Tweeted from https://twitter.com/pictionarysg, then retweeted by happy recipients. Twitter users could request bespoke doodles and all the images were compiled into an Instagram ‘library’ The real-time campaign also reached out to eminent bloggers and influencers on local topics including food, and National Day songs. Brands, government bodies and local landmarks were also invited to join the conversation.

Over the campaign period, there was a 20% uplift in sales, when comparing Pictionary SG with Pictionary classic. Results so far include having doubled the KPIs for Total Impressions, in excess of 1.3 million, while Total Engagements of over 100,000 are 12 times the KPI and typical in-category average.

Credits
Agency / Creative