2022 Winner
SilverBest in Youth Marketing
BronzeBest Use of Technology
Campbell’s
"Goldfish Focus Faceoff Lens"
Zulu Alpha Kilo
"Goldfish Focus Faceoff Lens"
Zulu Alpha Kilo
Goldfish’s Flavour Blasted crackers are a sub-brand aimed at an older teenager audience,
showcasing bolder, more extreme flavours versus the original Goldfish cheddar flavours aimed
at younger children. Goldfish Flavour Blasted was launching a new, limited time flavour – Kravin’ Ketchup. Available for only a few weeks, it had a very short window to get a lot of attention from a teen audience – a fickle group trained to ignore traditional advertising.
When it comes to advertising, teens know how to avoid, skip and block content. They spend large amounts of time on screens, with 48% of their leisure time spent between online gaming
and social media. They are using platforms like TikTok, Snapchat, Twitch and YouTube to stay
connected with friends and be entertained. The launch would be competing with all their social media content, not just other ads, to break through.
Speaking with Canadian teens in national ethnographic research revealed that they love to
challenge themselves to learn. Teens are most proud of the things they have been learning over time, like how to play the piano or increasing their online gaming skills. The research also
revealed they feel a lot of pressure in their lives – from peers, parents, teachers, and the world
– so they get comfort and pride when they can get better at something, and they’re then excited to share these accomplishments with their inner circle.
Teens have access to so much content online that focusing their attention can be a challenge for them – and when faced with a challenge, they can’t help but to rise to it. The Focus Face-Off Lens challenged teenagers on Snapchat to concentrate for more than nine seconds on the new Goldfish Flavour Blasted Kravin’ Ketchup. Why nine seconds? Because that’s the attention span of a real goldfish.
It knew the best opportunity to break through was to engage the audience on platforms that they loved and were spending a significant amount of time on. Third-party research, The Media
Technology Monitor, illustrated just how popular Snapchat was with teens. Although Instagram had higher overall reach at 76% vs. Snapchat at 67%, it learned that 70% of Canadian teens
said Snapchat was their most used daily social platform and nearly 40% of teen users check the
platform multiple times per day.
Not only was the audience very often on the platform, but the technology available on Snap allowed them to execute their idea in the most engaging and challenging way possible, the perfect media environment for a gamified Snapchat Lens.
The idea hinged on being able to determine whether the player was paying attention to the Kravin’ Ketchup Cracker on screen or not; however, the technology needed to do that did not yet exist on the platform. But it knew Snap had tools to create it. By augmenting and merging existing technology, it built eye-tracking technology that was able to pick up when the user looked away and lost focus. Creating the game within a Snapchat lens meant it was able to build a challenging online gaming experience, all within an app they were already using, and could easily share with their peers.
The Face-Off Lens was created by using facial mesh technology to identify when the user broke
focus by either looking away, tapping on their screen or blinking. The facial mesh technology
tracked player eye movements and measured their focus amidst all the built-in distractions, which gradually increased the difficulty of the challenge. At the end of the game, the player
received a score card which also pulled in their username to encourage them to share their
progress with their Snapchat friends and an opportunity to swipe up for a promo code for Kravin’ Ketchup crackers.
A first of its kind in Canada, the technology designed for their Snapchat Focus Face-Off Lens
earned the attention and time of teens, who love to scroll. These creative units achieved double the average play time – 22.31 second average play time, 103% higher than Snapchat’s typical 11-second average. It had fantastic performance during the one-day national takeover, with over 27,000 lens shares. The strong performance led to an excellent value equation for the client: the anticipated CPM dropped to half of what was planned due to the above-and-beyond participation. A planned teen challenge was successfully created and implemented.
showcasing bolder, more extreme flavours versus the original Goldfish cheddar flavours aimed
at younger children. Goldfish Flavour Blasted was launching a new, limited time flavour – Kravin’ Ketchup. Available for only a few weeks, it had a very short window to get a lot of attention from a teen audience – a fickle group trained to ignore traditional advertising.
When it comes to advertising, teens know how to avoid, skip and block content. They spend large amounts of time on screens, with 48% of their leisure time spent between online gaming
and social media. They are using platforms like TikTok, Snapchat, Twitch and YouTube to stay
connected with friends and be entertained. The launch would be competing with all their social media content, not just other ads, to break through.
Speaking with Canadian teens in national ethnographic research revealed that they love to
challenge themselves to learn. Teens are most proud of the things they have been learning over time, like how to play the piano or increasing their online gaming skills. The research also
revealed they feel a lot of pressure in their lives – from peers, parents, teachers, and the world
– so they get comfort and pride when they can get better at something, and they’re then excited to share these accomplishments with their inner circle.
Teens have access to so much content online that focusing their attention can be a challenge for them – and when faced with a challenge, they can’t help but to rise to it. The Focus Face-Off Lens challenged teenagers on Snapchat to concentrate for more than nine seconds on the new Goldfish Flavour Blasted Kravin’ Ketchup. Why nine seconds? Because that’s the attention span of a real goldfish.
It knew the best opportunity to break through was to engage the audience on platforms that they loved and were spending a significant amount of time on. Third-party research, The Media
Technology Monitor, illustrated just how popular Snapchat was with teens. Although Instagram had higher overall reach at 76% vs. Snapchat at 67%, it learned that 70% of Canadian teens
said Snapchat was their most used daily social platform and nearly 40% of teen users check the
platform multiple times per day.
Not only was the audience very often on the platform, but the technology available on Snap allowed them to execute their idea in the most engaging and challenging way possible, the perfect media environment for a gamified Snapchat Lens.
The idea hinged on being able to determine whether the player was paying attention to the Kravin’ Ketchup Cracker on screen or not; however, the technology needed to do that did not yet exist on the platform. But it knew Snap had tools to create it. By augmenting and merging existing technology, it built eye-tracking technology that was able to pick up when the user looked away and lost focus. Creating the game within a Snapchat lens meant it was able to build a challenging online gaming experience, all within an app they were already using, and could easily share with their peers.
The Face-Off Lens was created by using facial mesh technology to identify when the user broke
focus by either looking away, tapping on their screen or blinking. The facial mesh technology
tracked player eye movements and measured their focus amidst all the built-in distractions, which gradually increased the difficulty of the challenge. At the end of the game, the player
received a score card which also pulled in their username to encourage them to share their
progress with their Snapchat friends and an opportunity to swipe up for a promo code for Kravin’ Ketchup crackers.
A first of its kind in Canada, the technology designed for their Snapchat Focus Face-Off Lens
earned the attention and time of teens, who love to scroll. These creative units achieved double the average play time – 22.31 second average play time, 103% higher than Snapchat’s typical 11-second average. It had fantastic performance during the one-day national takeover, with over 27,000 lens shares. The strong performance led to an excellent value equation for the client: the anticipated CPM dropped to half of what was planned due to the above-and-beyond participation. A planned teen challenge was successfully created and implemented.
Credits
Agency: Zulu Alpha KiloChief Creative Officer: Zak Mroueh
Executive Creative Director: Brian Murray
Group Creative Director: Gerald Kugler
Creative Director: Jacob Gawrysiak
Art Director: Michael Romaniuk, Joel Gerrity,
Writer: Marco Buchar
Account Team: Alyssa Guttman
Executive Strategy Director: Sean Bell
Digital Strategist: Shaunagh Farrelly
Client: Campbell’s Co. of Canada
Clients: Mariah Weir, Paloma Bentes
Interactive Producer: Ece Inan
Interactive Artist: Andrew Martin
Interactive Developer: Gillian Black
Production House: Zulubot
Executive Producer/Technical Advisor: Tom Evans