We discovered the perfect pairing in food and smartphones.
Smartphones are the lifeblood of young professionals.
We leveraged the cultural insight of Hong Kongers continuously messaging, photographing and playing on their phones in social situations as our key driver.
By leveraging ‘phubbing’, as this mealtime habit is known in Asia, we turned the smartphone from a mealtime distraction into an opportunity to promote the product, and used it as the centerpiece of our campaign to make ‘phubbers’ social again.
The creative rationale was to create something attractive and fun, which would bring people together and get them excited about the BIG BOX product. The Big Box Big Party Game!