2013 Winners & Shortlists

SOUND OF 5

BrandWRIGLEYS MIDDLE EAST
Product/Service5 GUM
EntrantOMD Dubai, UNITED ARAB EMIRATES
CategoryBEST USE OR INTEGRATION OF USER-GENERATED CONTENT
Contributing Company IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Entrant Company OMD Dubai, UNITED ARAB EMIRATES
Media Agency OMD Dubai, UNITED ARAB EMIRATES

The Campaign

With no detailed data or monitoring of Branded Entertainment within the Middle-East, forecasting or providing an accurate summary of the market is somewhat difficult. However, from our own research (both brand & audiences) and of course BE campaigns, we’ve seen that there is a real appetite for creating and consuming content in the region. In terms of the restrictions, the rules around what can and can’t be done by brands vary significantly around the region such as KSA, but in many markets there is a lack of regulation (or governing body) that means a brands presence can be easily placed, associated or integrated within a piece of content. However, topics, themes and even situations must be taken into consideration when planning and producing any piece of Branded Content. These includes • The clothing and appearance of females • The proximity between female & male presenters • The treatment of culturally sensitive topics such as marriage and national dress • The use and discussion of Religion • The exclusion of any subject matter relating to sex & alcohol in KSA

Results

Identifying an opportunity to revive the declining gum market, Wrigley created 5 GUM – a brand teens could recognize as a legitimate lifestyle brand. With sleek packaging, coloured sticks and unique taste, it would provide teens with a gum they would be proud to be seen with. 5’s positioning of ‘Stimulate your Senses’ - encourages people to embrace new experiences into the unknown…..something which is part of growing up. With the essence of 5 and experimental traits of teens such a fit, we needed to find a sensory hook to bring it all together. Research told us the biggest ‘sense’ shaping teen lives is sound. Music is of the upmost importance to their everyday life. This led us to focus on sensory stimulation of sound to positively connect with teens. Our idea was to Stimulate teen Senses by inviting them to produce a Sound to become the brand track for 5. The Execution Central to Sound of 5 was a partnership with superstar music producer DJ Dany Neville who kicked the campaign off. Using video call-outs on social media, Dany explained and provided instructions to fans on how to submit their interpretation of what the Sound of 5 should sound like. With tracks flooding in, Dany earmarked potential sounds before inviting two winners into his studio – mixer Patrick Carrera and vocalist Rasika Thapa. Following their experience, a 5 film-crew documenting everything into in a branded webseries. ‘Turbulence’ eventually became the official Sound of 5 - with Dany debuting the track on his hit radio show. We then kept momentum going with another sensory experience, tapping into the sense of ‘sight’ - asking fans to design artwork for Turbulence using their own sensory pictures. By launching 5 GUM using the sensory stimulation of sound, we positively connected teens with the brand.

Through ‘The Sound of 5’, we provided our target audience with entertaining content that was both compelling and relevant. This was achieved by a thorough understanding of our target audience and unearthing key insights that were used to form the basis of our strategy and subsequent idea. Full details of these insights, along with the challenge and creative execution can all be found in the next section.

We succeeded in positioning new 5 GUM as a brand that ‘Stimulates your Senses’. 81% of chewing fans now associate 5 as a brand that ‘Stimulates your Senses’, whilst 90% agree it’s a gum they ‘want to be seen with’. From a business perspective, sales volume of 5 GUM jumped to 14% at launch, even boosting Wrigley’s total volume by 6%. In fact, after years of category decline, the launch of 5 reversed the trend by growing the total gum category by 5%. Finally, after aiming for a 5% category share, 5 has now captured 8% of the gum market. Sources: Facebook, Nielsen and Wrigley

Credits

Name Company Role
Rami Zeidan OMD UAE Director
Nagham Akileh Omg Social Media Manager
Muhammed Ali Jamadar Omg Social Media Sr. Executive
Neelofer Sheikh OMD UAE Manager Digital
Layal Takieddine OMD Fuse Director - Content
Yasmeen Al Naif OMD Fuse Manager - Content
Ramzi Abboud OMD Fuse Supervisor Trade
Bashar Hosn BBDO Group Head
Sirine Hamade BBDO Account Manager