Pak’nSave celebrates its birthday with Stickman Superhero Snapchat campaign via FCB NZ

One of New Zealand’s best loved characters, Stickman, has returned in his super hero alter ego as part of Pak’nSave’s Super Birthday Deals campaign via FCB New Zealand.

This new brand piece included a bespoke Snapchat lens, which allowed New Zealanders to become Stickman the Superhero. The lens, which was a first of its kind for the New Zealand grocery retail category, went live on 5 August, only for 24 hours.

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Dressed in superhero garb, the user flew through the air amidst tumbling food items and dollar signs, tilting their head to change direction. When they managed to hit a dollar sign, Stickman punched it, triggering fun onomatopoeic sound – “WHAM!”, “BANG!”, “KAPOW!”

Says James Mok, ECD, FCB New Zealand: “We wanted the campaign to be as interactive as possible, and what better way to do that than allowing people to actually become Stickman? Through the Snapchat lens they were able to live out the campaign line, ‘Prices are taking a pounding’.”

The results have been strong with 476,687 plays and an engagement rate of 13%, compared to the pre-launch estimate of 8%. 62,043 users chose to send the lens to friends or post to their story which lead to an additional 380,305 views and an overall impression count of 856,992.

Key results:

•    476,687 plays for an average of 16.78 seconds

•    Engagement rate of 13%

•    Unique reach of 352,344

•    62,043 uses, leading to an additional 380,305 views  

•    Overall impression count of 856,992

Says Stephanie Pyne, head of retail marketing Foodstuffs NZ: “We’re always looking for new ways to connect with our shoppers, and we’re pretty stoked with the response.”

The celebrations also crossed over to Facebook, with a competition to win your own superhero character creation and messages to followers whose birthdays fall within the same two weeks of the campaign.   

This is PAK’nSAVE’s second largest retail campaign of the year, which launched across multiple channels including TV, digital, radio, in-store, OOH and social.

Group General Manager Marketing: Steve Bayliss

Head of Retail Marketing: Stephanie Pyne

Retail Promotions Manager: Lauren Ness

Agency: FCB New Zealand

Media Manager: Moniquea Somers