The Monkeys have taken Oak to the media platform where its target market lives, Snapchat, with a social media campaign that uses the online game format its target market loves.
To prove that Oak is the best cure for hungrythirsty, the agency created the 1 second coupon. Users have to take a screen grab of the coupon within one second to prove they are not hungrythirsty. Go on, try it. A free Oak is the carrot dangling overhead just out of reach. The Monkeys are betting (probably safely) that the young Oak fans who are making mobile game companies very rich and insanely famous, will be egging each other on to keep trying what is a near-to-impossible task.
Failure means that hungrythirsty is lodged in the user’s brain, they are told. Fans who are too slow to react will get a follow up Snap instructing them to rid themselves of hungrythirsty before their next chance to prove they’re not hungrythirsty the following day. Using Snapchat’s screenshot notifications, the agency is able to validate all coupons and prevent cheating.
The Monkeys creative director, Morten Halvorsen, commented, “Oak is incredibly popular among the Snapchat generation, so we want to do something special for the launch of its Snapchat account.”
“Not only does it attract people to follow Oak on Snapchat, but it also dramatises the product benefit by simply using the application’s infamous functionality.”
Agency: The Monkeys
Executive creative director: Scott Nowell
Interactive creative director: Morten Halvorsen
Art director: Alice Schofield
Copywriter: Anthony Campagna
Planning director: Michael Hogg
Interactive planning director: Grant Flannery
Senior interactive producer: Alastair Reilly
Content director: Katie Wong-Hee
Content manager: Lauren Shelley
Social media manager: Kate Piatek
Community manager: Ali Gee
Executive digital producer: Sabrina Riedel
Digital designer: Lorraine Costello