Chatime, Australia’s leading bubble tea franchise, is inspiring and rewarding young Australians for ‘satisfying their strange’ with a new brand platform and innovative AR campaign, … read morecreated with Special. The digital, OOH and immersive AR campaign, is an ode to this truly unusual drink and brand. Based on the insight that “we’re all a little odd and strange in our own ways”, this new brand platform encourages first time consumers to satisfy their need for strangeness by experiencing a Chatime drink. 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. Each execution in the campaign invites people to ‘Satisfy their Strange’ by scanning a QR code that, when scanned, takes viewers to an immersive AR experience that shows them a strange and surprising in situ animation of the featured creature, instantly shareable on Instagram. If viewers watch for long enough, some of the characters will even reveal a promo code with a Chatime discount. The campaign will be supported by a media strategy developed by Special, and delivered in collaboration with Love Media and The Wired Agency. It launched with a teaser campaign consisting of ambient street posters and floor decals posted around Sydney and Melbourne, followed by a high impact National street furniture campaign. In-store, digital and social activity will kick off in owned channels to support the OOH, encouraging loyalists to engage with the strange characters, and will culminate with a #SatisfyYourStrange TikTok partnership and challenge in March. Note: All QR codes in this PR release are scannable so you at home can have your own little yellow boba man float through your living room.
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