Cannes Lions

SKWINKLES MONKEYS

DDB MEXICO, Mexico City / MARS / 2014

Presentation Image
Online Video

Overview

Entries

Credits

Overview

Execution

We created a specific website for 'Skwinkles Monkeys' to live in. Traffic to the site was drawn by a Google display campaign, inviting consumers to experience the weirdness of the situation. The video places monkeys as Wall Street brokers while a narrator is explaining the situation. Whenever a consumer pauses on the screen, a monkey becomes a man eating Skwinkles. The storytelling of the video adapts to the consumer’s behavior, making it an addictive interaction that simple says: eating Skwinkles is as weird as a monkey working at Wall Street.

Outcome

During the first week of going live, the site had 25,000 visits. For each individual session, consumers paused the video 10 times in average; this represented 250,000 interactions with the brand in total. This level of interaction is highly relevant for the brand, since usually Skwinkles just has a limited ATL communication time frame and no prior efforts of direct interaction with consumers that builds upon recognition of the main brand asset: its uniqueness. Moreover, obesity problems have pushed Mexican legislation into limiting ATL communication for candies. This successful first interactive idea has aided the brand into an effective budget relocation of its media efforts.

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