Chio Chips are a real classic among known potato snacks in Germany. Their distinct spicy flavour separates them from the masses and allows them to target a more upmarket segment.
Famous since the Seventies, the brand came up with new TV campaign in 2001 in order to attract a younger market group.
My company was appointed to launch the correlated website.
The TV commercials were based around the character of ‘STUART” who stumbles from one mishap to the next while trying to get some chio chips.
Our idea was to invite the website visitor into the house community of Stuart and his friends.
This was the beginning of a long lasting partnership with chio.
4 Years later the website was remarkably interactive: We had videos, music and even ring tones to download and some flash games to play.
Our goal was to build up a Chio community. Chio arranged big events every year and we created ways to let the Internet community be part of it.
Quite outstanding was the event "Riesensause": People could apply for a holiday campervan tour over the website. By user voting the 6 most interesting parties went on tour. They got one of the first mobile phones with photo function and could post their adventures in an online diary. All that happened a year before Facebook came to the masses.
Every month we had new competitions with partners and sponsors and every 3 months a new product promotion. The website grew bigger and more complex. Sometimes we had up to 4 specials running at the same time. For a better overview a street scene was created in 2005.
Since 2004 the entire website was managed and run by myself with some freelancer support for back end data base and newsletter mailings. My functions were widespread including project and budget management, campaign concept, ideas for games and competitions, copywriting for newsletters, briefing for illustrators, art work and flash programming of all content.
The concept was to use the budget over the year by launching new exiting content for the Chio customer every month to keep them enticed;
For Easter I built an interactive video ecard with a funny bunny dance. In summer we invited the Chio fans to take part at a photo competition with user voting. In December we launched our Advent calendar. All activities were promoted through mailings and banner ads.
The new Tortilla Chips extended the product range from Chio in 2006. The Tortilla Chips come in a sleek black package design and are definitely a great party snack.
My idea was to create a new website with a night life scenario The animated packs stand on a disco stage and for each flavour the user could create his own Chio Dance and send it as a ecard.
My idea was to create a new website with a night life scenario The animated packs stand on a disco stage and for each flavour the user could create his own Chio Dance and send it as a ecard.
A new target group definition was set in 2008. Now the time for shabby student accommodations was over and a stylish loft apartment had to be built.
The visitor was invited to walk through the loft apartment and discover the content by zooming closer on different subjects like TV, Laptop or coffee table.
Due to the big success of the Chio Tortilla Chips the night scene web-special had to be merged with the existing Chio chips site. The world of Chio was now a loft and a nightclub.
Over the next 4 years the website offered many product promotions and advanced flash games. A product promotion was generally a voucher sticker on a package, which had to be registered on the website.
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