Kellogg’s Chocos Fills is ready with the ‘#PhotoBombwithFills’ Challenge on Valentine’s Day
Kellogg’s chocolaty crunchy cereal brand ‘Chocos Fills’ is taking yet another unconventional route to engage the young audience with its latest multi-media campaign on Valentine’s Day. The campaign includes a television commercial that shows its infamous ‘Chocorobber’character chomping up all things chocolaty. It also includes a digital campaign called the ‘#PhotoBombWithFills’ challenge, that takes on a refreshing view to Valentine’s Day to resonate with the singles in the city.
The photo bombing campaign, activated on the Chocos Fills Instagram, Facebook and Twitter platforms asks consumers to share their ‘Photobomb’ moments and win a chance to grab an iPhone X.
The brand has roped in social wizards like comedian José Covaco AKA @HoeZaay and influencers from ‘Musically’ and ‘Instagram’ who took to their social media pages by posting videos of them constantly photobombing couples with their awkward poses and postures urging people to do the same. The campaign hero remains the Chocos Fills character ‘Chocorobber’ who is spotted in the digital videos and GIFs on social media sites like Facebook & Instagram platforms sneakily photobombing perfect photo moments of couples in settings that a lot of teens will relate to.
A new television commercial based on the mood of love, but the Chocorobber’s mischief is currently on air across all GEC and youth oriented channelsaids the campaign at an overall level.
Please find below the links to the campaign elements:
Speaking on the campaign, Mr. Sumit Mathur, Director – Marketing, Kellogg South Asia said, “A brand like Chocos Fills gives us an opportunity to push our creative boundaries with campaigns like ‘#PhotoBombWithFills’ and tap digital mediums beyond Facebook, Twitter and Instagram. When played up in occasions like Valentine’s Day, or Friendship’s Day as done last year, it finds great resonance among our target audience.”
Mr. Anurag Agnihotri, Executive Creative Director – Ogilvy Mumbai said, “Our endearing robber, the Chocorobber is back just in time for the Valentine’s Day. This time, he is going after couples sitting in a cosy corner. Don’t expect him to play a love song for you; he will certainly play a prank or two. The Valentine’s Day communication borrows from the brand legacy, and I am sure teenagers will enjoy it.”
Kellogg’s Chocos Fills, the crunchy cereal snack with a delicious chocolaty filling, was launched in India in 2017 via a multi-media campaign. The brand has since developed the Chocorobber character with an overarching strategy and communications architecture of devising clever ways to devour chocolaty treats on occasions that matter to the youth. Spanning multiple markets, touch points, media partners and platforms – TV and digital, Chocos Fills successfully rolled out a Friendship Day campaign last year. Called the ‘Un’friendship Day campaign, it reached 45 million consumers across platforms like Facebook, Twitter, Instagram, Musically and WhatsApp in a span of just 3 days.
Ogilvy India’s approach in crafting the communication was to tap in to the insight that teenagers love to prank, joke with and tease their couple friend’s in ‘love’. This insight combined with the Chocos Fills character, Chocorobber, who always comes up with smart ways of tricking chocolate treats to devour them, gave the team a compelling platform to work with. The campaign TVC revolves around a chocolate couple in love enjoying a nice romantic evening in the park, only to be tricked by the Chocorobber, in a very amusing way. The film shows the fun side of the brand and will definitely strike a chord with many.