6. Digital Experience Kancils [6.8 Best use of content marketing]
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Links:
Product/Service:
Food & Beverage
Client:
7DAYS
Brief:
There are rituals during the World Cup season. People had to get snacks during viewing parties. Unfortunately, our 7DAYS pre-packed fresh croissants isn't part of that ritual. As a low involvement and low attention category, our objective was to steal the show during the FIFA World Cup, and make pre-packed fresh croissants a part of the football fandom.
Solution:
Since Malaysians during football season are fans of other countries instead of their own, we created a campaign that allowed Malaysians to experience dual citizenship for a day, to support their favourite football teams without losing their Malaysian roots.
We kickstarted the campaign with a contest. By answering a simple quiz on the microsite, it will determine which country you are the biggest fan of. Consumers who answer the quiz, buy and upload proof of purchase will also receive a physical passport cover of their 'new' citizenship, with fun combinations like Arlaytina (Argentina + Malaysia), Mazillian (Brazil + Malaysia) and more, along with other football goodies like thundersticks in the shape of our product, and of course our 7DAYS croissant as a snack during your watching party.