Chatime, Australia’s leading bubble tea franchise, is inspiring and rewarding young Australians for ‘satisfying their strange’ with a new brand platform and innovative AR campaign, created with Special.
The digital, OOH and immersive AR campaign, is an ode to this truly unusual drink and brand.
https://vimeo.com/686476907
“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. In a world where so much is familiar, sensible and safe, that oddness really is it’s brilliance,” said strategy partner Dave Hartmann.
Based on the insight that “we’re all a little odd and strange in our own ways”, this new brand platform encourages first time consumers to satisfy their need for strangeness by experiencing a Chatime drink.
The campaign features a range of seven weird characters, created in collaboration with Scottish digital artist Sam Lyon, whose squishy, shiny texture replicates the nature of the product. Each execution in the campaign invites people to ‘Satisfy their Strange’ by scanning a QR code that, when scanned, takes viewers to an immersive AR experience that shows them a strange and surprising in situ animation of the featured creature, instantly shareable on Instagram. If viewers watch for long enough, some of the characters will even reveal a promo code with a Chatime discount.
“It is not often that you get the chance to really lean into the strangest side of your brain and be completely in line with a client’s brief. Well, this was one of these opportunities,” added creative director Nils Eberhardt
Chatime CMO Joanna Robinson said: “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 YO demographic who love interacting with technology, so this AR campaign is specifically built to resonate with and engage them.” –
