• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
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World's Worst War

Award: Yellow Pencil

Yellow Pencil / Mobile Marketing / Mobile Marketing / 2008

Tohato launched two different spicy snacks on the market: Ultra Tyrant Habanero and Satan Joloquia. These were created as similar products with the purpose of letting them compete against one another. We hoped this would build intense brand loyalty for both products. We produced a war game featuring two armies lead by each of the characters. Purchasers could participate by scanning the QR code on the package with their mobile phones. We created systems which enabled players to get stronger by summoning friends or winning points. Product sales increased and the number of participants exceeded 10,000. The campaign proved to be an exceptional success, while building strong affinity between the Tyrant brands and consumers.

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