F&N wanted to drive brand engagement and trials amongst millennials with their launch of a new flavour - The Ice PassionFruit Green Tea. Commonly perceived as an ageing brand, we needed to find a relevant angle into the hearts and minds of this audience.
Responding to the high-stress and fast-moving lifestyle of Singaporean millennials, we decided to create a playful challenge in order to capture their attention and improve brand perception.
Using facial tracking technology, we hacked into one of F&N's own vending machine and brought a playful and endearing robotic arm to life. It challenged millennials to keep smiling till it finishes picking out a free can of the PassionFruit Green Tea for them. The catch? If they stopped smiling, it would too.
The millennials loved it, turning up in droves to accept the challenge. In some cases, their friends were even caught trying to sabotage their attempts to get a free drink. Throughout the sampling event period, the millennials kept requesting for the vending machine to be kept on past the event closure time. An unprecedented occurrence for a simple sampling event.
This playful use of technology turned a standard sampling event into a delightful and memorable branded experience all while getting the product into the hands of the millennials.
Over 50,000 products were sampled in the first activity, with over 1.4 million impressions on Facebook and 18% incremental sales.
The work also won numerous awards, including Gold for Best Use of Technology at the Marketing Event Awards in 2014 and Gold for Excellence in Brand Awareness at the Marketing Excellence Awards in 2014.