Fresh tea retail group Chatime has launched a bold brand campaign encouraging drinkers to follow their lead and express their ‘wild tastes’ via Host/Havas.
The ‘Chatime #historycha_llenge’ puts Australian consumers on the spot, inviting them to show the one thing they normally go to great lengths to hide: their internet search history.
The campaign aims to provoke debate and discussion as Chatime seeks to find out how crazy Aussies’ tastes really are.
To take the challenge, consumers are asked to screengrab their browser history on their phone, and upload it to Instagram Stories, hashtagging #HistoryCha_llenge.
The weirdest and wildest entries from those brave enough to volunteer will be rewarded with a year’s worth of free Chatime products.
The campaign forms part of the brand’s strategy to serve up moments of ‘crazy fun in a serious world’, challenging the mundane with its unique range of products.
Launched with a hero social film, the campaign will be supported by social media, in-store activity and PR.
SEM activity will also drive awareness of the campaign, with Chatime hijacking hundreds of wild search terms, provoking consumers and asking them if they would consider sharing their search history to win a year’s worth of free Chatime.
Chatime Australia group general manager Carlos Antonius said: “It’s a bold challenge. In fact, a recent study conducted by Capital One and Google found that Millennials would rather share their salary information than their internet search history, which makes you wonder what they’re hiding.
“And that’s the idea behind the Chatime #HistoryCha_llenge – to bring the hilariously crazy, fun, and downright bizarre out from behind closed doors and into the spotlight – just like we do with our products every day!
“Plus, we found out someone in the office searched for the nearest tickling competition, so that was good too.”
Host/Havas executive creative director Jon Austin said: “The Chatime #HistoryCha_llenge gives people a chance to truly show their completely unfiltered, unique sides – if they’re brave enough.”
Creative and social: Host/Havas
PR: Red Agency
Media: Havas Media