The challenge
To get young Singaporeans, that are trapped in the routine of everyday life, to feel that they can find joy anywhere, anytime, thanks to Ribena. Even in the most mundane things.
The human truth
One of Singaporeans’ favourite activites is to queue: to get the latest iPhone, to get the best bubble tea in town, to check out a new fashion store — it doesn’t really matter for what it is, but they love standing in lines. And while whatever they’re queuing for might be worth their time, the wait can actually feel quite mundane.
The idea
The idea was to turn one of the most mundane activities, queuing, into an enjoyable, fun moment. To turn queuing, and especially being last in a queue, into something actually desirable. That’s how we turned the most mundane day of the week, Monday, into a day that young Singaporeans would look forward to.
The execution
Since the client had specifically requested for an social media activation, we decided to launch the Licence To Joy campaign on social media through a contest. We created a mundane situation within our Facebook page, an online queue. Of comments. The fun twist? The last person standing in the queue of comments would win the prize and get a Licence To Joy.
In this month-long activation, we’d publish a contest post every Monday, the most mundane day of the week. We’d let our audience stand in a line of post comments and, when the contest ended at a random time by the end of the day, the last person to have commented on the post would get to enjoy the prize.
The prize selection was not random either. The winners could get cinema tickets, shopping vouchers, any food of their choice, a personal driver for a day or a weekend stay in Singapore. These are all activities that young Singaporeans (our target audience ) love and that typically involve waiting or queuing.
The results
The campaign, for which we had a very limited budget, was a success. The results were overwhelming in terms of engagement, with a 260% higher organic reach and a 110% higher engagement rate than in the previous month. Overall, this amounted to 55 times more interactions as compared to the previous month and a total of 25.5k interactions in just five publications.
