Pichokam in Schools
Pichokam Digital Game
Description
In today's digital age, brands must engage with their audiences in innovative ways, particularly when targeting Generation Z, who seek distinctive experiences.
Kashkam, a brand specializing in dry Kashk snacks and part of Somayeh Food Industries Company, has recently launched an innovative, game-oriented campaign entitled "Pichokam". Kashk is a traditional Persian dairy product made from fermented whey, often used in various Middle Eastern and Central Asian cuisines. It is celebrated for its nutritional benefits, being a good source of protein and probiotics, as well as for its unique flavor. “Pichokam” aims to position Kashkam as a healthy snack option for Gen Z by creating an interactive environment in schools that promotes teamwork, problem-solving skills, and social intelligence.
Due to their upbringing in a technology-rich environment, Gen Z is considered a digital generation. So there was a significant opportunity for competition in the digital space within schools. We Make the most of this advantage by designing not only physical challenges for the events but also by bringing this competition into the digital realm.
The campaign was launched over the span of two months in six major cities: Tehran, Karaj, Isfahan, Mashhad, Rasht, and Kerman, successfully involving 20,000 students across these provinces through 17 lively school events. Additionally, 24,000 samples were distributed, allowing students to savor the unique flavor of Kashkam firsthand.
Alongside the school events, 15,000 people viewed the Pichokam game landing page. The campaign was viewed over 5 million times on Instagram, received over 8 million impressions from banner advertising and over 12 million impressions from Instagram and website, and garnered over 500,000 impressions from influencer marketing.
As previously highlighted, this engaging initiative utilized a gamification strategy, both online and offline, where students were grouped to take part in a series of games that featured puzzles, physical tasks, and thrilling competitions. These activities not only entertained but also enhanced teamwork, problem-solving abilities, and social skills.
By fostering an interactive and enjoyable environment, “Pichokam” not only promoted the product but also established a significant connection with the younger, socially aware generation, aligning Kashkam with their values and preferences.
This professional campaign titled 'Pichokam ' was published in Iran in November, 2024. It was created for the brand: kashkam, by ad agency: Badkoobeh. This Digital, Direct, and Integrated media campaign is related to the Confectionery, Snacks and Food industries and contains 11 media assets. It was submitted 4 days ago.
Credits
Advertising Agency, Badkoobeh Creative Communication Solutions, Tehran, Iran
Client: Somayeh Food Industries Company
Chief Client Officer: Asal Bozorgi
Account Director: Manijeh Nikkhah
Senior Account Manager: Nina Izadpanah
Creative Director: Payam Madani
Art Director: Hesam Shahbazi
Copywriter: Mahoor Toosi
BTL Manager: Amin Tashakor
BTL Project Manager: Delara Mashari
BTL Project Manager: Ali Sajadi
Director of Digital Communication Solutions: Hossein Mousavi
Digital Project Manager: Mostafa Fazeli
Media Planner: Fatemeh Safarpour
Influencer Marketer: Romina Pakzad
Technical Team Lead: Peyman Aboali
Web Developer: Yeganeh Razavi
Director of Public Relations: Harmik Navasartian