Challenge
The run up to Christmas is crunch time for the snack market. And in the UK, Pringles face a stiff challenges to their position as the number one nibble of choice. Specifically targeting families, our challenge was to raise awareness for Pringles to ensure they were front of mind when mum and dad went shopping. At the same time, we wanted to get across the message that Pringles are all you need to light up your family’s Christmas celebrations.
Insight
Our view of what makes a ‘family’ is fairly broad, rather than only those with young children. In fact, we were looking more to families where the children had grown up and moved out of the family home. At Christmastime, the home itself becomes more than just a building; it becomes a symbol for family reunion and fun.
Likewise, our research suggested that mums and dads at this stage of their lives are actively looking for ways to help them bond with their children. They want to look cool and relevant in the eyes of their family.
Deliverables
Everyone knows of the house in the neighbourhood that gets very excited at Christmas and decorates their home with masses of lights and decorations. We decided to let people around the UK enjoy the fun of decorating their own home with as many decorations as they wanted (without the hassle) and then share their Christmas creations with their family and friends… all powered by Pringles of course.
Our application sat on the Pringles Facebook fan page, as was called “Light Up Your Home!” It allowed users to find their home using Google Street View, take a snapshot and then decorate it with flashing lights, animated neon and fluffy snow.
Once the users were happy with their festive designs they could share them via Facebook, Twitter and email. An animated sequence zoomed in towards Earth from outer-space… down to their country… region… town… even their street… and then onto their home which was now shining with Christmas cheer! They could even print of a Christmas card to give to people in person.
Thanks to Doco, Pringles had the perfect way to surprise their loved ones and literally light up Christmases around the UK.
Results
Whilst we can’t share all the specific numbers, we can tell you that results were very strong for app:
- Over 88% of users that finished decorating their homes went on to make another Christmas creation.
- Over 43% of users that completed the app shared their Pringles creation with their social network peers.
