Challenge
This Christmas, Sainsbury’s TV advert ‘The Greatest Gift’ reached and entertained millions. The incredible stop-motion, musical story of Dave and his quest to share the greatest gift (his time) with his family touched the nation’s hearts.
But with the ever increasing competition for attention over the busy festive period, we needed to go further and make our campaign something that people could join in and have fun with.
Solution
To get the whole country singing-along with Sainsbury’s.
The heart of the ad was a catchy, playful song created by Brett McKenzie and performed by the instantly-recognisable James Corden. We seized this earworm by the tail and created the first karaoke Snapchat lens for a UK brand – also the first lens of any sort for a UK supermarket. The lens turned users into a ‘Dave-a-like’ and allowed them to share their festive singing skills.
Activity
The lens itself was live for just 24 hours, appearing in app alongside Snapchat’s regular lens options. We amplified the lens experience on other social channels, with a competition that showcased content created by consumers, with the lens. We wrapped up the campaign with a special version of the song, as sung by the nation, released in the week before Christmas.
Result
The lens reached six million people in a single day, with eight million views of user generated video.