2011 Winners & Shortlists

Results and Effectiveness

Nearly 14,000 fans followed The Aqua Chase contributing to 6,000+ brand interactions such as posts, likes and comments. Fans even created a viral-effect for us with 8,000 people viewing the videos outside of Facebook. The Aqua Chase also became a popular blogging topic on Twitter. Finally, top-of-mind awareness of Extra increased from 59% to 70%.

Creative Execution

We found that affinity towards the animated characters featured in the A-T-L campaign was incredibly high (despite them being portrayed as baddies). In fact, people were even posting homemade video tributes to the Doughnut on Youtube! Therefore, our strategy was to develop branded content around the Extra Aqua characters to trigger emotive connections with the young target audience. We gave the four characters personalities and constructed a fictitious plot around them arriving in Dubai, before revealing them as fugitives on the run from the good guy, ‘Agent Aqua’. The story was told over two months through a spoof news program called ‘Channel News Extra’, hosted on a Facebook fanpage via a series of videos. Once the story ended, we even created a one-off special after fans demanded a return from the four characters. Aside from the video content, we used also incorporated ambient elements and took characters on-ground to interact with the public. Additional support was given through radio, outdoor, sampling and in-store POS.

Insights, Strategy and the Idea

By early 2010 the UAE chewing gum market had reached levels of saturation (97% penetration) but daily usage was still relatively low at just 40%. Therefore, the only way to grow Wrigley Extra’s business would be to get people chewing more often. In response, Wrigley developed ‘Extra Aqua’ – an innovative new gum, filled with refreshing liquid. With an A-T-L launch campaign already in place, the challenge was to look for additional ways of bringing the brand to life over-and-above traditional advertising.