DDB Group Hong Kong launches sorcery and villain beating activation campaign for Skittles
DDB Group Hong Kong has launched an activation and online campaign for Skittles to strengthen engagement with teens and ensure Skittles are part of their routine candy repertoire. Entitled ‘Skittles – Beat the rainbow’, the idea behind the campaign is to leverage on the popular folk sorcery in Hong Kong of the villain beating ceremony. This is also know as ‘beating the little person’ – its purpose is to ‘beat away’ the bad luck caused by your enemies.
Jeffry Gamble, ECD of DDB Group Hong Kong said, “Skittles turns this sorcery on its head and brings some unexpected fun to the folklore. We created ‘Skittles Beat the rainbow’ smartphone app, which provides an engaging platform for teens to virtually beat their ‘little person’.”
In this app, users can select an image of their friend or enemy and beat their ‘little person’ from small to big. The unexpected twist lies in the message that the app randomly generates to bless the ‘little person’.
Based on DDB’s 6 degrees idea of Social Creativity, the new campaign encourages people to play with, participate in and pass on. In this case the generated message can be shared on the user’s Facebook to engage their friends.
The campaign also includes gorilla marketing, POSM and a viral video.
Credits
Campaign: Skittles – Beat the Rainbow
Agency: DDB Group Hong Kong
Executive Creative Director – Jeffry Gamble
Creative Director – Danny Chan
Associate Creative Director – Raymond Chau
Senior Account Director – Roy Ha
Art Director – Michael Chan
Senior Copywriter – Pui Shan Ting
Strategic Planner – Andrew Ho
Business Director – Lisa Ip
Senior Account Executive – Emile Chan
2 Comments
‘Gorilla’ marketing ? What’s that ?
“The campaign also includes gorilla marketing, POSM and a viral video.”
‘Gorilla’ marketing ? Does this involve monkey ?