A brand becomes popular when it succeeds in attracting the attention of the consumers and Peek Freans RIO does it exceptionally well by choosing kids as their consumers. With Rio’s brand placement as a mischievous, exciting and fun treat for the kids, it succeeds in gaining their tremendous love and support, making Rio the undisputed king of cream biscuits.
Growing up, one remembers how Rio used to lighten up our mood. The fun-filled cream of the crunchy biscuit sandwich layered with richness would make our mouth watery, leaving us to experience the rich taste. From naughty childhood to being a teenager and even now, the taste of Rio is enough to make our day happy and memorable.
A brand also heavily depends on how creative it is as creativity is the fundamental element of any product that allows the brand to convey their message effectively and gives life to the product. Unlike many traditional advertisements that feature celebrities from the Pakistani media industry, Rio takes a step further and changes the entire course of action. Staying true to its commitment to propose innovations, Rio introduces original animated characters called Obos.
Obos are the little blue purely impulsive creatures that truly portray the nature and hyper activeness of children because just like them, Obos are also not only adorable but hilarious as well who are forever ready for adventures. The brand has beautifully connected the Obos with children by designing a world of animated creatures that are highly impulsive, fun-loving and mischievous like kids. Obos are always making super creative efforts to get their hands on Rio because, for them, Rio is worth all the mischief. In short, Rio amuses them both.
The idea of switching from conventional advertising to concept-based entertainment helps Rio in connecting more to the audience. With Obos making people break a smile on their faces, Rio gets love and appreciation by all. Their funny hunger strikes and quirky actions remind us of ways in which children used to convince elders to buy them their favourite biscuit.
Further experimenting with the concept of Obos and taking the fun to the next level, Rio has introduced RioLand Stories which are the first of their kind in Pakistan. No other brand has done this so far. The series, known as webisodes, has three episodes, each focusing on how crazy these Obos are about Rio. It is their mischievous nature that leads to funny, quirky and magical stories.
The ‘MIGU in Double Trouble’ shows the blue, furry mischief Migu inventing a machine that multiplies everything. Migu experiments with the machine on everything and everyone but he is happy as he gets to multiply Rio too, leaving him with a mountain of cream-filled biscuits. In the second episode ‘The Obos School Bus’, Migu is waiting for his school bus and also day dreaming about the different flavours of Rio. Lost in his thoughts, he misses his school bus and starts running after it. His friends in the bus tease him by showing Rio biscuits. Instantly, he speeds up, grabs the biscuit and lands on the top of the bus. On reaching school, he gives the empty wrapper to his friends and boasts about how tasty the biscuits were.
The final episode is about Obos eyeing Migu’s secret stash of Rio which he has hidden from everyone. Migu gets an intruder alert when the Obos try to enter the place where the stash is. Passing the security barriers, two Obos manage to reach the end where Rio is kept. Migu quickly runs to save his biscuits and, in turn, gets caught in his own web of security barriers. Hence, Obos are seen enjoying Rio while Migu is trapped.
All episodes are a way for the children to know more about the Obos and to experience the life of their favourite Obos character. The series received positive reviews from the audience, raising interest of the kids and adults. A special website has been designed for kids where they can play games and meet the Obos whenever they like.
A second season is in the pipeline and children are more than happy to know that their favourite series RioLand Stories is returning with an even bigger amount of fun. They are eagerly waiting for Obos to set out on new adventures.
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