Cannes Lions

CHEWING GUM

OMD AUSTRALIA, Sydney / WRIGLEY / 2008

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Execution

To maintain longevity our campaign had 3 phases:1) Build anticipation surrounding the opening of the Juicy Fruit Beach Café, our own area within Habbo. There were Juicy Fruit Beach Cafe virtual posters in Habbo Hotel to get people along, and teen magazine support. There were also two promotional elements:--Buy real life Juicy Fruit to have a chance to win habbo credits to buy stuff in Habbo Hotel.-Decorate your room in a beach theme for a chance to win prizes.2) Juicy Fruit Beach Café opened - teens could socialize, dance, chat or hang out whilst interacting with the Juicy Fruit brand. Café staff members handed out virtual Juicy Fruit and talked to “customers” about the party and our promotions.3) World’s Biggest Online Beach Party (09/06/07). Teens could chat, swim in the pool, meet celebrity habbos and get Juicy Fruit packs from staff.

Outcome

Consumer promotion received 18,966 unique Australian entries, 26% above goal. World’s Biggest Online Beach Party: 7,878 teens attended. Sales + 85% - in conjunction with the launch of the new pack. Juicy Fruit usage from 7% to 11%. Campaign used as international example of best practice in Wrigley’s.

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