The campaign is supported by an augmented-reality TV commercial enabling consumers to interact with the TVC through a smartphone app called F&N Bubble Blaster.
By aiming their mobile phone cameras at the TV commercial or QR code with the app, fans can access a game that involves bursting bubbles by tapping the screen.
“The team at F&N wanted to produce an application that would grab the attention of our consumers in a new and exciting way,” said Jenny Wong, assistant GM for brand marketing at F&N Malaysia. “Each part of this interactive app offers a new opportunity for engagement with different platforms, making the consumers eager to discover and play with the app.”
She added that young people no longer want to watch a passive TV commercial but prefer to interact instead. The merging of live digital media with traditional media, she said, allows consumers to experience enhanced interaction with the F&N brand at the touch of a button or a tap on a screen.
“At F&N, it is always crucial for us to express our fun nature and to engage with our core consumers," Wong said. ":Thus we are delighted that modern technology has allowed us to combine interactive fun, with convenient sharing of information and easy participation in activities and contests.”
The campaign promotes new packaging with a cleaner look, designed to embody the youthful and dynamic nature of the brand.