Pak’nSave has celebrated its birthday by bringing out Stickman’s super hero alter ego in a ‘Super Birthday Deals’ campaign via FCB, featuring a Snapchat lens.
A 30-second TVC shows the superhero version of Stickman hosting an audition for a sidekick, with Karate Chop, The Incredible Block and Evil Professor Pricedro turning up for a go. Following a fight between the latter and Stickman, the takeaway message is “Prices are taking a pounding” and that was later reemphasised in a themed Snapchat lens.
The lens was live on 5 August for 24 hours and those who used it were able to transform themselves into Stickman. The user would fly through the air amid tumbling food and dollar signs and use their head to change direction. If they hit a dollar sign, Stickman would punch it and a ‘Wham’, ‘Bang’ or ‘Kapow’ sound would be triggered.
FCB executive creative director James Mok says it wanted the campaign to be as interactive as possible and what better way to do that than allowing people to become the Stickman?
While the lens was live, it had 476,687 plays and had an engagement rate of 13 percent compared to the pre-launch estimate of eight percent. Of those who used the lens, 62,043 users chose to send the lens to friends or post it to their story, which led to an additional 380,305 views and an overall impression count of 856,992.
Head of retail marketing at Foodstuffs Stephanie Pyne says it’s always looking for new ways to connect with its shoppers and it’s pretty stocked with the response.
To further the engagement, the campaign crossed over to Facebook, with a competition to win a superhero character creation and messages to Pak ’n Save followers whose birthdays fall within the same two weeks of the campaign. It also ran across digital, radio, in-store, OOH and social.
Group General Manager Marketing: Steve Bayliss
Head of Retail Marketing: Stephanie Pyne
Retail Promotions Manager: Lauren Ness
Regional Executive Creative Director: James Mok
Senior Creative Director: Peter Vegas
Senior Art Director: Leisa Wall
Senior Creative: David Shirley
Art Director: Melina Fiolitakis
General Manager of Retail: Kamran Kazalbash
Senior Account Director: Krystal Houghton
Account Manager: Jade Seaton
Account Manager: Shannen Rogers
Head of Content | Exec Producer: Pip Mayne
Senior TV Producer: Marijana Jugum
Head of Motion Design: Blair Walker
Motion Designer: Will Brown
Group Business Director – Media: Sarah Beston
Digital Group Business Director – Media: Steph Pearson
Digital Account Manager – Media: Stacey Hay
Media Manager: Moniquea Somers