Starcom and Snooze attend Facebook Hackathon in Singapore

Event produced first mobile-optimised creative for Snooze

Starcom Melbourne and its client Snooze were the first and only Australian representatives to be invited to attend a Facebook Asia Pacific Hackathon held in Singapore last week that developed optimised mobile creative for Snooze.

PockeTVC is a program developed by Facebook’s Creative Shop, established to solve the challenge that not every TV commercial is optimised for the mobile environment.

The working session, called a Hackathon, saw Starcom and Snooze collaborate with the Facebook team to produce mobile-ready videos based on Facebook’s global creative best-practice principles, with the goal of ensuring that there was both learning and output which could integrated into future campaigns.

The day started with a showcase of global best-in-class examples of mobile-optimised creative and tips on how to apply this to Snooze. Starcom and Snooze were paired with a member of the Facebook creative team and given three hours to produce five new assets for mobile including: 15-second video, 6-second video, still image, GIF and cinemagraph. This saw the team storyboarding and cutting current TVCs to make them effective for the mobile environment.

By applying these techniques to the Snooze TVCs on the day, the team was able to create a formula to use for future mobile creative. Snooze is now able to share this formula with the rest of its team and start to produce more mobile-ready assets.

Starcom Melbourne group business director Anna Camuglia said: “While we are privileged to attend many great events with our valued media partners, this one produced some great initiatives for our client Snooze. Through a tried and tested framework we worked together to create five mobile-ready assets and, importantly, the knowledge and skills to ensure we increase our chances of delivering positive business outcomes across our future mobile campaigns for Snooze.”

Joining Starcom and Snooze at the event were Malaysia Airlines, SingTel and Tourism Indonesia.

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