As marketers we all live for that moment of brilliance when we conceptualise a campaign that we just know will deliver on EVERY level. It’s then just down to the client to be convinced of course. I guess it’s a bit like writing a song, sometimes it can take years, other times ‘BANG’, it appears whilst you’re on the phone to your mum talking about something totally random!
Tasked with raising the awareness of our client, uni-ball’s innovative new pen, the AIR, we felt we had one of those moments. At our first brainstorm we had the famous lyrics of John Paul Young’s ‘Love Is In The Air’ appear in our heads and the raw idea was set.
Sean is a late 30 something singleton who has been struggling with relationships for a while… only the relationships we’re talking about are with pens!
Launched with teaser video content, the campaign takes the viewer on 5 short journeys whereby Sean has unsuccessful relationships with various pens, that mirror reasons for the most common relationship breakups. He then discovers the uni-ball AIR and it’s luuuuurrrrrvvvvve at first sight!
The failed relationship video titles:
- “The one that got away”
- “The one with the messy ending”
- “The one that didn’t work out”
- “The one that left for someone else”
- “The painful breakup”
- “The empty personality”
Once the idea was set and agreed, we identified the most opportunistic brand collaboration with those delicious sweeties, LoveHearts. The lovely people over at Swizzels Matlow immediately ‘got it’ and the collaboration was set. What’s more they were keen to support via their own extensive social channels. Result!
Driving the campaign was one of our award winning, fully responsive Facebook gamification apps branded accordingly of course. Sean was once again centre stage and it’s up the player to catch the falling LoveHearts falling from the sky. Following “The Meet” video the application smoothly flows into the gameplay feature. The gameplay utilises a still of the main character in a profile style shot. Love hearts containing either “AIR” or Love Hearts with cracks continue to fall from the top of the screen. The user then had to click the “AIR” love hearts to earn a point. If a cracked heart was clicked, a point was instantly deducted. Users who earned 40 points in the 60 seconds were then allowed to access an instant prize draw, where they had an opportunity to win a prize, voucher or nothing.
To sum up
‘Love is in the AIR’ focuses on the partnership forged between an individual and their uni-ball AIR pen, whilst utilising common relationship terminology and humour to give the content a comic twist. Designed to be eye-catching and relatable, the content behind this campaign (video and imagery) evokes a feeling of familiarity and gives the product/brand a more approachable feel. The result – a campaign with heart, humour and a strong brand message!
The campaign was such a success that it has earned a place amongst the Drum’s campaigns to watch for January 2017! It’s fair to say that we LOVE that people are loving the game!
Total reach: 11,520,724
Total engagement: 35,485
Total time played: 2081 hours of gameplay enjoyed (Average gameplay per person 2.29 minutes)
Total plays: 70,000
Soon to run across Europe!
Check out the case study here.