Mega Sardines Extra Hot

MEGA SARDINES EXTRA HOTANGAS ANGHANG CAMPAIGN‍

Reeled, Caught, and Canned: How a Fun Digital Series Earned Mega Sardines Recognition fromFacebook

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When Mega Sardines, the Philippines’ most loved sardines brand came out with a hot new flavor, they immediately put Toycomm’s social media team into high gear to get the word out. Our task was to reel in sardine fans and connoisseurs of everything spicy and encourage them to give Mega Sardines Extra Hot a try. To catch their attention, our creative anglers created a fun and captivating digital series that showed consumers what it means to be Extra Hot. We also reformatted existing television materials for social media using a slew of new business tools from Facebook. The result: a tremendous boost in Mega Sardines’ online presence, a marked increase in monthly sales, plus recognition from Facebook.

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Challenge

How can we show sardine lovers that Mega Sardines Extra Hot is a new level of spicy?

Outcome

A fun and thrilling 3-episode digital series that showed Mega Sardines Extra Hot’s zing, an existing television campaign effectively repurposed for social media, an astronomical boost in online brand perception, and a huge thumbs up from Facebook.

Scope of the Project

Campaign and Concept Direction
Storyboard and Script
Full production
Post-production and Coloring

The Mission

Convince people through social media to muster up the courage and try Mega Sardine’s flaming Extra Hot flavor.

A History of Strong Social Media Presence

Since entrusting their brand to us, Mega Sardines has kept a solid footprint on social media. We’ve grown their social media traction by the numbers in the three years we’ve been collaborating. The brand wanted to keep the numbers growing and asked us to come up with something new that would create buzz for their latest product. And so, we did with a funny and riveting digital series.

“Our collaboration with Mega Sardines has resulted in exciting ideas that connected Mega with their consumers and more importantly, made them feel that the brand is theirs.”Eco Sala, Toycomm Co-founder

The Purposeful, Playful Solution

The idea for this story came from two words: extra hot.

To capture this idea, we veered away from the bland images of gustatory sweating, bursts of chili, burning mouths (okay, we kept this one) and other tired depictions of spicy flavoring.

Instead, we developed a story around Mega Sardines Extra Hot’s intense spiciness. We toyed with the word ‘extra’ and looked at all the ways we can play with the word to bring out something new: a series of shorts about an extra which we hoped would carry Mega’s message.

Developing the Story

A clumsy extra. Some wordplay.An action-packed set.A can of insanely hot sardines. Hardly the makings of an epic story, we know, but our idea wasn’t to create an epic. What we wanted was to show audiences Mega Sardines’ spicy new flavor in the most entertaining, engaging, and fun way possible.

Our story revolved around Mabel, a production assistant who’s unwittingly cast as an extra-slash stunt woman in a Mega Sardines television commercial. Viewers followed Mabel’s journey from a clumsy character replacement to a legit cartwheeling stunt woman (thanks to a can of Mega Sardines) in a three-episode digital series for social media.

In developing our story, we looked at some of the most viewed and most liked local consumer brand videos and webisodes out there to get a feel of what’s relatable to people and what kinds of stories they connect with. This gave us the insight that we needed to get our story right. -Jav Tarun, TOYCOMM Co-founder

Tying It All Together

The ‘Angas Anghang: Stunt woman’ series played a key part in our social media strategy for MegaSardines Extra Hot. It also complemented existing materials on television and print.

But apart from the digital series, we also played with some of Facebook’s new business tools when we tweaked an existing television ad for Mega’s new product to make it fit in the new medium.

The result is a solid campaign that engaged audiences across traditional and new media channels. That’s how we got heard.

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The Best Thumb’s Up Ever

Apart from the 3 million people reached, we also got someone else’s attention. Our friends at Facebook gave us a nod and their big blue thumbs up for the mobile-optimized video campaign we’ve created for Mega Sardines. They also branded it a ‘success story.’ Guess we had it canned all along. Read more on our Facebook feature here.

The Result

During the campaign’s run from May to June 2018, the ‘Angas Anghang: Stunt woman’ for Mega Sardines Extra Hot reeled in 7.5 million views on Facebook for all three videos, reached 3.19 million people on the platform, shot up Mega’s ad recall, and pushed sales by 15% month-over month. Our collaboration also caught Facebook’s attention and earned their recognition. These, along with our other collaborations with the brand, helped solidify Mega as the number one sardines brand in the country.

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