Convergence is bringing the point of engagement and the point of transaction ever closer. China’s 16 to 30 year olds spend a huge 3.9 hours every day consuming mobile internet content. With this in mind, mobile had to be the primary mechanism to engage with our audience.

Working with Tencent we used their proprietary data and technology to delve deep into our target audience’s mindset and identify the right moment and context to engage with them. In a market as mass as China, personalization provides consumers with immediate moments of emotional gratification.

Our key insight? China’s millennial workforce had a big problem – Boredom. They envied people who could enjoy spontaneous fun and sought permission to escape daily mundanity.

This presented the perfect opportunity for Chips Ahoy! to add a little bit of the brand’s fun DNA into people’s moments of boredom and get people to ‘Shake Off Boredom’.

For one month only, our character Chipper was beckoned to appear in people’s ‘boredom selfies’ at the shake shake of a phone - transforming boring moments into “Chipper moments” of shareable fun.

The fun selfies posted could be exchanged for the classic Chinese red envelope. And all you had to do was shake shake the packet to win real TenPay money! Each flick of the wrist, not only offered another opportunity to ‘shake off boredom’ and win, but drove sales on e-commerce as well.

To amplify our message far and wide, we identified top mobile-viewed shows “Dad Came Back 2” and “Running Man”, integrating Chipper into the ‘boring’ moments of the show, making the viewing experience much more fun.

Across social platforms the campaign generated exceptional hype with ‘shake off boredom’ caricatures created by 44 KOLs and cartoonists.

Business Results:

• E-commerce sales in the period increased by 167% vs. target of 40% and vs. FMCG market increase of 28% YOY

• Sales Growth of Chips Ahoy increased by 18% as of Q3 2015, with this strong showing pushing Mondelez International to a 4.5% increase in sales vs. the market at 4%.

Campaign Awareness:

• 2 point increase in unaided brand awareness

• 5 point lift in purchase intent

• Generation of 2.2 million boredom selfies which created 7 billion impressions

• Social caricatures created 150 million impressions in 4 weeks

• Delivering 180,000 interactions on our owned media platform; 80% over target and more than three times higher than the engagement level delivered in the 2014 campaign.

Proving once and for all that life’s pretty bland without Chipper.