Title | CARAMBAR 2.0 |
Brand | CARAMBAR & CO |
Product/Service | CARAMBAR |
Category |
D05. New Realities & Voice Activation |
Entrant
|
FRED & FARID PARIS, FRANCE
|
Idea Creation
|
FRED & FARID PARIS, FRANCE
|
Media Placement
|
SNAP London, UNITED KINGDOM
|
Media Placement 2
|
KR WAVEMAKER Paris, FRANCE
|
Production
|
MAKEMEPULSE Paris, FRANCE
|
Credits
Fred & Farid |
Fred & Farid |
Chief creative officers |
Olivier Lefebvre |
Fred & Farid |
Executive Creative Director |
Julien-Pierre Mallet |
Fred & Farid |
Directeur de Création |
Romain Touzé Yann Rougeron |
Fred & Farid |
Artistic Directors |
Rafaël Berdugo |
Fred & Farid |
Copywriter |
Anthony Bober |
Fred & Farid |
Head of social media and influence |
Caroline Courtois |
Fred & Farid |
Creative Strategist |
Nicolas Rajabaly |
Make Me Pulse |
CEO |
Julien Rault |
Make Me Pulse |
Production Manager |
François Cavalin |
Make Me Pulse |
Interactive Producer |
Florentin Monteil |
Make Me Pulse |
Creative Developer |
Why is this work relevant for Brand Experience & Activation?
Carambar creates a brand experience everytime a sweet is unwrapped, by giving people a joke and a laugh. To celebrate the brand's 50th anniversary they wanted to reinvent and reinvigorate the way the brand connected experience and laughter with the product. They did it by releasing 50 jokes in augmented reality, all triggered by the product.
Background
Carambar is one of the most famous french candy in France. But after 50 years, Carambar needed some refresh to continue to engage with the young generation that is more and more digitalize
Describe the creative idea (20% of vote)
CarambAR 2,.0 a reinvention of a 50 year old brand experience heritage to reconnect and communicate with a young audience in a way they understand.
Describe the strategy (20% of vote)
Our strategy was simple. Let's reinvent brand expeirence for Carambar by reinventing the way the brand's famous jokes are discovered and experienced. Let's also do it in a place where we know our targte audience hangs out. 80% of Gen Z in France are on Snapchat on a daily basis, and they're playing with AR. By printing Snapcodes on nearly 1B packs of Carambar we were able to create a connection between the audience and the product to launch an AR experience - a Carambar telling a joke in AR, thereby creating an immersive, engaging, authentic and highly sharable piece of branded content.
Describe the execution (30% of vote)
"in France, almost a billion of snapcodes were printed on the Carambar packs you can shop from anywhere and snapcodes on the candy bar itself too !
We also created Snap Ads to swipe up and unlock the AR Jokes and relay the snapcode on several digital platforms to reach the digital nation"
List the results (30% of vote)
2min spent playing with the AR experience (benchmark : 15sec)
9% share rate of the lens (benchmark : 2-4%)
+6% weekly sales during the campaign (usual market average 0,5%)