Cheese It
- Brand
- UOB
- Year
- 2020
- Objective
- Engagement
- Industry
- Finance
- Mechanic
- Arcade & Action
- Platform
- Social
- Agency
- AliveNow
Objective
UOB had no specific product to sell through the effect; the goal was simply to build brand awareness and engagement with young adults on Instagram during Chinese New Year, when festive sharing among that audience peaks. The daily lucky draw existed to keep people coming back and posting their scores, not to push a banking product.
Solution
Players open the effect in Instagram Stories and point the front camera at their own face. Tilting the head left and right steers a mouth-shaped catcher back and forth across the screen, while opening the mouth wide scoops up cheese falling from above; firecrackers fall alongside the cheese and have to be dodged rather than eaten. Each round runs 15 seconds and ends with a score, which the player then posts straight to their own Story. The highest score of the day won S$80 in vouchers, giving players a reason to keep replaying and resharing.
- 1
The player finds the effect on UOB's Instagram profile or in a Story — including ones posted by celebrities or influencers — and taps to launch it directly inside the Instagram camera, with no app or landing page involved.
- 2
The front camera locks onto the player's face, turning it into the controller for the round that follows.
- 3
Tilting the head left and right moves the player across the screen to line up under falling items, and opening the mouth eats or grabs each piece of cheese as it drops — a nod to the Year of the Rat.
- 4
Firecrackers fall mixed in among the cheese, and the player has to dodge them rather than catch them.
- 5
Each round runs on a 15-second timer, during which the player tries to eat as much cheese as possible and push the score as high as it will go.
- 6
When the timer ends, the player is shown a final score and shares it back into their own Instagram Story, which is how the filter and the campaign spread.
- 7
Each day of the Chinese New Year campaign, UOB picked one winner from among that day's high scorers to receive S$80 in vouchers, giving players a reason to come back and try to beat their score.
