Chatime delivers ode to oddity with “Satisfy Your Strange” campaign
The campaign features a range of seven “weird” characters created in collaboration with Scottish digital artist Sam Lyon.
Chatime is rewarding young Aussies for ‘satisfying their strange’ with a new brand platform and augmented reality campaign, created with creative agency Special.
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,” the chain said.
The eccentric characters have a QR code that when scanned, takes viewers to the AR experience that shows them a situ animation of the featured creature that is shareable on Instagram.
Some of the characters will reveal a promo code with a Chatime discount, if “viewers watch for long enough,” the bubble tea brand added.
“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,” Special strategy partner Dave Hartmann said.
“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 Special creative director Nils Eberhardt
The campaign will be supported by a media strategy developed by Special, delivered in collaboration with Love Media and Wired Digital. It launched with a teaser campaign consisting of ambient street posters and floor decals posted around Sydney and Melbourne, followed by a national street furniture campaign.
“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[year-old] demographic who love interacting with technology, so this AR campaign is specifically built to resonate with and engage them,” Chatime Australia chief marketing officer Joanna Robinson said.
In-store, digital and social activity will kick off in owned channels to support the OOH campaign, and will culminate with a “#SatisfyYourStrange” TikTok partnership and challenge this March.
