Mattel SEA teamed up with digitally-led marketing agency VML Qais to launch the new Singapore version of family classic Pictionary, resulting in a 20% uplift in sales.And just this week PictionarySG took the ALS Ice Bucket Challenge in these videos on Facebook.
https://www.facebook.com/video.php?v=10152614041754178 and https://twitter.com/pictionarysg/status/504526866938470401
Background:
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 SEA a cost-effective solution to launch Pictionary Singapore on the country’s 49th birthday, 9 August 2014.
Challenges:
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 utilize 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.
Execution:
Using #Hashtag: #PictureThisSG https://twitter.com/hashtag/picturethissg the campaign employed Twitter https://twitter.com/pictionarysg as its primary platform: and Instagram as its secondary: http://instagram.com/pictionarysg
Having ‘listened’ to Twitter for PictionarySG key-words, VML Qais engaged eminent doodle artist https://twitter.com/wantondoodle 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’ http://instagram.com/pictionarysg
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.
Results:
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.
