Zippo asks to #ShareThePain

The lighter brand has created a global integrated campaign for consumers to mourn the loss of their Zippo lighters.

American windproof lighter manufacturer Zippo has rolled out a global digital campaign designed to reach its target audience in a unique and compelling way. Leveraging the insight that consumers turn to social media channels such as Twitter to rant about their loss, the campaign will enable brand Zippo to respond to consumers who have lost their Zippo lighters and allow them to #ShareThePain, encouraging a personal dialogue with fans.

The #ShareThePain campaign is activated in nine markets including the UK, USA, Germany, France, India, Hong Kong, China, Japan and Korea. Launched in India on April 3, the #ShareThePain campaign is fronted by a Zippo character, Jax 'No Pain' McFlame, the toughest guy in the world. He is so tough he feels no physical pain, but when it comes to losing a Zippo lighter, the pain breaks him. Interestingly, Jax is multilingual and responds to consumers in the language of the target market.

Jax and the campaign is introduced to consumers via a short film seeded out across key video sharing sites targeting Zippo's 18-24-year old audience. This is supported by traditional media relations, blogger and influencer outreach, and further social media support.

David Warfel, global marketing director, Zippo, says, "#ShareThePain will be one of Zippo's first truly integrated global marketing campaign to engage Zippo's target audience. A Zippo lighter is considered by many owners to be a precious and sentimental personal belonging, and it is little wonder so many feel devastated if they lose one. Until now, there has been no support group for those who have lost a Zippo lighter, but this is all about to change. We have launched the Share the Pain campaign so that our global community can come together in solidarity and mourn their losses. We're always trying to be innovative in what we do with our marketing and digital experiences and through this campaign we hope it really connects with consumers all around the world."

Jax will be on hand throughout the campaign on Twitter to commiserate with all consumers and influencers who post about their lost Zippo lighters, providing personalised responses and words of wisdom to help consumers through the tough time. The entire campaign, crafted with humour at its heart, purposefully over-dramatises the "unbearable" pain consumers feel when they lose their Zippo lighters. In doing so, Zippo draws attention to just how precious and personal a Zippo lighter is to its owner.

All the campaign content is housed in the #ShareThePain micro-site (www.sharethepain.com), a hub for consumers to visit to see the trailer and also tell Jax about the latest item they have lost, which will spark an entertaining automated video response from Jax McFlame himself, sharing the pain.

In all its phases, the campaign will be supported by Zippo's social media channels including Twitter, Weibo, Facebook, YouTube, Tudou, Instagram and Pinterest, which will feature content from Jax McFlame along with consumer generated content.