Candy Land With a Twist: Wavemaker MENA and Perfetti Van Melle MEAP's Latest AI Campaign for Chupa Chups
The 'AI World of Lollipops' campaign created a digital playground where children could freely express their creativity through text prompts, unleashing a world of enchantment with the swift touch of AI magic.
Wavemaker MENA, part of GroupM, and Perfetti Van Melle MEAP announced their latest campaign for the lollipop brand Chupa Chups. By integrating creativity with AI technology, Chupa Chups has become the brand in transforming children’s imaginative ideas into vibrant personalized, ‘lollipop worlds’.
Perfetti embarked on a roadmap towards transformation under the leadership of Milad Rouhana as Managing Director of MEAP in 2022. Since then, this key theme has resonated from brand to agency with the need and desire to be open to new opportunities and exciting ways of approaching media. Milad, together with Wavemaker MENA's Managing Director, Marc Ghosn, and their respective teams, positively provoked and challenged one another to reach new heights. This attitude ran between partners and was crucial for realizing the AI World of Lollipop's campaign.
The creative process behind the campaign began with the exploration of emerging market trends, highlighting the potential of AI in brand engagement. This was followed by brainstorming sessions between the media agency and Perfetti, with the objective of bringing joy to children by inspiring them to unleash their limitless imaginations.
The Wavemaker MENA team experimented with various AI models before selecting Stable Diffusion as their partner. The integration of Stable Diffusion into the bespoke Chupa Chups website enabled users to type their imaginative ideas and the AI engine would translate them into a visual reality.
The success metrics of the campaign surpassed initial expectations, with 265,000 visits to the AI platform and 86,000 personalized AI images generated in a month. In addition, through the live dashboard tracking system built by Wavemaker and Perfetti, 99% positive sentiment was achieved across social media.
One of the campaign's features was its personalized touch. The level of personalization not only resonated deeply with users but also made the images shareable. Users expressed excitement in sharing their personalized creations across social media, fostering a sense of community around the campaign.
Milad Rouhana, Managing Director of Perfetti Van Melle MEAP, commented, "Together with Wavemaker MENA, we have demonstrated how tech and creativity can collaborate seamlessly to surprise and delight consumers. The success of 'AI World of Lollipops' has left us eager to expand this innovative campaign across other international markets and to see where the continued excitement around it can take us.”
Marc Ghosn, Managing Director of Wavemaker MENA, added, "We take immense pride in our team's accomplishments for "Al World of Lollipops." The results are a true testament to the creativity and ‘next era’ thinking injected into the campaign from start to finish. Our teams lead with 'positive provocation', and this approach has brought true business meaning to this campaign. To make the impossible possible, you need partners ready to take the leap of faith and trial new tech and tools. We thank Perfetti for achieving greatness and look forward to reaching new milestones in our next phase of the Chupa Chups, 'AI World of Lollipops' journey."
