• What was the creative strategic solution?

• Describe the different channel(s) and how they worked together to maximize the campaign. The creative strategic solution was to use the corner of the newspaper not as an ad, but as an “Extra chewing gum disposal unit”. In this way the media was innovatively used to encourage responsible disposal of chewing gum, whilst raising a smile matching the brand’s playful tone.

•What happened as a result of the communication activity?

• How did the communication achieve the goals and influence business outcomes?

• Include commercial results such as sales and profit as well as change in consumer awareness and attitudes.

• Please note, in the absence of any indication of results, the jury cannot give a mark for this and the entry could suffer as a result.

As the Extra chewing gum disposal unit was developed to encourage responsible disposal of the client’s product, it is hard to measure success in terms of sales and profit.