Pineapple tart has a ubiquitous presence in Singapore during Chinese New Year and not just for its taste!
The popular festive pastry was the focal point in various social media campaigns for January 2020, one of it being Andrea Chong’s search for the perfect pineapple tart recipe for SMEG and Manulife Singapore’s #FeastOfHuat challenge.
The insurance firm introduced an Instagram video filter where users try to reach and eat certain pastries on the Augmented Reality filter frame in a bid to reach the highest score for a series of prizes.
All in good fun, the challenge gained immense popularity amongst the targeted audience – tech-savvy millennials and Gen X – who was usually passive towards insurance advertisement.
As an Instagram user in Singapore, you’re bound to have come across your peers posting the filter on their Instastories – it was designed to be a fun game enjoyed by all ages and Manulife had engaged influencers of various fields to spread the awareness of the game.
The #FeastOfHuat challenge was announced on Jan 24th, Lunar New Year Eve and ended on February 8th, 2020 when the highest score would be tallied for the grand prize of $800 vouchers.
Soon after the announcement, major influencer networks such as SGAG (@sgagsg) and NOC(@nightowlcinematics) posted Instastories with the filter and challenged members of their networks to participate in the game. In addition to the networks, participating influencers included Wendy Cheng Xiaxue (@xiaxue), Michelle Hon (@thechillmom), Ah Boys to Men group Joshua Tan, Wang Weiliang (@reallobang) and TV personalities Patricia Mok (@patdevogue), Allan Wu (@wulander).
Certain influencers even posted the game repeatedly on their stories feed as they compete with peers and show the game being enjoyed by kids and elderlies as a way to bond during the festive period.
This was a great example of an online campaign where customized Instagram AR filters were used to entice the audience to engage with brands.
Ultimately, the partnership with the list of popular general influencers in this campaign accomplished high awareness for the campaign and filled Singaporeans’ Instastories feeds with flying pineapple tarts!