You can both drink it and chew it.
Bubble tea franchise Chatime is inspiring and rewarding young Australians for ‘satisfying their strange’ with a brand platform and AR campaign, created with Special.
The digital, OOH and immersive AR campaign, is an ode to this truly unusual drink and brand.
“Chatime’s true superpower is its oddness. You can both drink it and chew it. It’s not a pudding but sometimes it has pudding in it. And it comes in the most deliciously bizarre flavour mashups imaginable from popping pearls, to sago and cream cheese,” says Special's strategy partner, Dave Hartmann.
The campaign features a range of seven odd characters, created in collaboration with Scottish digital artist Sam Lyon.
Each execution in the campaign invites people to ‘Satisfy their Strange’ by scanning a QR code that takes viewers to an immersive AR experience with a strange animation of the featured creature.
CMO Joanna Robinson: “We have loved working with Special to develop this truly unique campaign that plays to the wonderfully, strange experience that our drinks represent for the consumer.
"Our target segment is digital native Hedonists in the 14-28 demographic who love interacting with technology, so this AR campaign is specifically built to resonate with and engage them.”
The campaign will be supported by a media strategy developed by Special, and delivered in collaboration with Love Media and Wired Digital.
In-store, digital and social activity will kick off in owned channels to support the OOH, encouraging loyalists to engage with the strange characters, and will culminate with a #SatisfyYourStrange TikTok partnership and challenge in March.
CREDITS
Client: Chatime
Chief Marketing Officer : Joanna Robinson
Head of Marketing: Claire Fabb
Creative Lead: Helen Dean
Marketing Executive: Samantha Van Prehn
Creative Agency: Special
CEO & Partners: Lindsey Evans & Cade Heyde
CCO & Partners: Julian Schreiber & Tom Martin
Strategy Partner: Dave Hartmann
Creative Directors: Nils Eberhardt & Simon Gibson
Creatives: Jeff Seeff & Joel Grunstein
Creative Technologist: Laurent Marcus
Head of Media Strategy: Georgia Thomas
Business Director: Laura Little
Business Manager: Dharsh Sundran
Executive Producer: Sonia Ebrington
Integrated Producer: Emily Willis
Head of Design: Adam Shear
Artist / animator: Sam Lyon- Jelly Gummies
AR build: Unbnd
Retouching / animation support: Electric Art
Media agency (OOH): Love Media
Managing Director : Tony Woodward
Media Agency (social): Wired Digital
