Jollibee taps on TikTok for romantic-comedy challenge with agency BBH SG

Jollibee has tied up with creative agency BBH Singapore to launch an interactive storytelling experience that invites TikTok users to star in their own romantic comedy on the social media platform.

Titled “#JolliEverAfter”, the campaign taps into the TikTok challenges format to tell stories. There are nine sub-challenges, each representing a crucial moment in a romantic comedy story arc, which users can use their creativity to fill in the gaps in the story as protagonists in the stories. In a statement to MARKETING-INTERACTIVE, a spokesperson from BBH Singapore said the campaign is supported through social ads in the Philippines, but everyone around the world can participate.

Some of the challenges include “Call your crush”, where TikTok users are to confess their feelings to someone they admire in real life; the “First date” challenge, where users can act out their perfect dates; as well as the “10 years later” challenge, where users can break out of the typical romantic comedy endings to create their own weird and wonderful conclusions to the story. 

Each of these challenges are said to be designed to tap into existing user behaviours and trends on TikTok, and aims to make it as accessible as possible for anyone to join in. The result will be an infinite number of possible storylines that span the creators’ own imaginations, according to a press release. It is added that the campaign garnered over eight million views in under 48 hours.

jollieverafter htc page

The campaign comes on the back of Jollibee's previous success with branded entertainment works such as its Kwentong Jollibee series. Francis Flores, global CMO of Jollibee, said: “Jollibee has been a leader in giving joy online. Now, the #JolliEverAfter series takes a bold new step forward, by really celebrating users’ creativity and individuality in this space.” In 2019, two of its Kwentong Jollibee videos (launched in line with Valentine's Day and Mother's Day) made it to the local ranking list for the most effective ads in the first half of the year.

Sascha Kuntze, chief creative officer at BBH Singapore, also said that this format of content could change the way entertainment is made. “We’re proud of how this campaign democratises the creative process. All we did was create the ingredients and framework that would form an interesting love story. It’s the audience who chooses where they want the story to go. It’s their story, and we’re here to facilitate it.” BBH Singapore has appointed as Jollibee's global creative agency earlier this year in January. 

BBH Singapore was also recently involved with another global campaign for vodka brand Absolut. Titled ""It's in our spirit", the campaign is kickstarted with a two-minute film that features four protagonists: Taiwanese singer Jolin Tsai, American actress Tessa Thompson, British musician MNEK, and online gaming personality Ricki Ortiz. The film shows the four protagonists who are masters of their own virtual worlds, looking for something more meaningful outside. Towards the end of the film, they decide to break out from their virtual lives. 

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