'Skelanimals' headline Euro RSCG, Cheers campaign

The campaign is aimed at converting young Singaporeans into regular customers of the 24-hour convenience store Cheers and drive loyalty to the chain.

Skelanimals are widely popular in Europe and Japan, and Cheers was the first to introduce the plush toys to the Singapore market in early May.

The campaign called 'Skelanimals adoption', commenced with a pre-launch announcement and daily posts on the Cheers Facebook page, along with viral videos about creepy graves found in Singapore seeded into selected online forums to create buzz.

Following the launch, other social media executions include Facebook contests, a microsite where collectors can learn more about and swap Skelanimals, and check-in specials on Foursquare, where people near or in a Cheers store are invited to take part in the promotion and adopt a Skelanimal.

In addition, ATL executions across print and OOH media aims to drive mainstream awareness, while in-store point of sale executions serve as a reminder to collect the Skelanimals and ultimately drive repeat traffic to Cheers convenience stores. 

The media duties were carried out by MPG.

"Young Singaporeans are mobile and social in every sense of the word, so to drive engagement with this highly involved audience, the campaign taps a wide range of social media as part of the integrated mix,” explained Christina Lim, director, brand and marketing at NTUC FairPrice, the parent company of Cheers.

“By themselves, collectibles are not a compelling reason for Singaporeans to repeatedly visit a convenience store chain like Cheers, but we hope that with the right mix of on-and offline channels to drive engagement, young Singaporeans will come back again and again,” Lim added.

Credits:

Creatives  Kelvin Lim, Mohd Jaffry, Chutima E, Adrian Sim, Stephanie Kang, Huang Shu