Riz Mémé
The “Djinja” universe of bubble up on digital
Context
Source Du Pays S.A., through its Bubble Up brand, is launching a new drink, Djinja, as part of its drive to offer Cameroonians ever more exotic and refreshing flavours. An original taste in the universe of soft drinks to warm up the senses.
The idea
Create a fun universe, centered on the theme of Djinja: a plant with various meanings in the Cameroonian context, to increase product awareness, and engage Internet users on Source Du Pays and Bubble Up social networks through interactive and entertaining concepts.
The approach
We divided the launch into three phases. First of all, a teasing phase with the concept ‘The first time it heats up’, the principle of which was to use punchy phrases in line with the flavour the product offers and to raise questions among the general public. A reveal phase with the ‘Hotter than’ concept of interactive visuals highlighting the new flavour with references known to emanate high heat. Finally, an après reveal with the ‘Have you got your Djinja?’ and ‘Mbolé Djinja’ contests, in collaboration with choreographer Lastar, a creative dance challenge with free drinks as prizes, and ‘Djinja Stories’ storytime capsules in collaboration with content creator Willeam Bille, focusing on the twists and turns of a complex life (the first time is hot) but exciting (but it’s good).