resources
Socialising Chuck
The local brand managers of iconic lollipop Chupa Chups wanted to enliven new brand character Chuck. He had to be relevant and accessible to online audiences. Getting there required the right tools for Gen-Yers to include Chuck in social circles and celebrate his essence – life less serious.
MSN solution
Windows Live Messenger, including Personal Expressions Pack and a Targeted Expanding Half-Page with video placement
Execution
Agency Mitchell & Partners devised a multilayered campaign, including both television and multiple digital properties. Online media offered critical engagement, providing the best avenue for Chuck’s inclusion in social circles and the means for broader Gen-Y engagement. Life less serious encouraged viral media placements, maximising reach and online touch-points
