| Brand | CADBURY ADAMS |
| Product/Service | CLORETS |
| Entrant | JWT BEIRUT, LEBANON |
| Category | Event & Field Marketing |
|
Entrant Company
|
JWT BEIRUT, LEBANON
|
|
Advertising Agency
|
JWT BEIRUT, LEBANON
|
The Brief
Clorets Lebanon wanted to bring their communication platform “Get offline and Socialize” to life. An activation campaign was developed targeting the youth, which challenged them to leave their phones aside and enjoy uninterrupted face-to-face conversations.
Describe how the promotion developed from concept to implementation
70% of people check their phone every 6.5 minutes for notifications or updates.
Making FACE-TO-FACE conversations very difficult to go uninterrupted.
Therefore, the Clorets Socialize competition was developed, where the team had one objective: bring back uninterrupted face-to-face conversation. They visited different cafes across Lebanon and asked people “Can you be separated from your phone?” All those that accepted, left their phone in a box for at least 30min. The winners were celebrated through an original song (played by a live band) that defined who they are now: The Offline Socializers.
Describe the success of the promotion with both client and consumer including some quantifiable results
The activation generated awareness of the brand’s promise among the youth.
And more importantly, during the duration of the activation, Clorets gave 89 groups of friends the opportunity to get up close and personal without being distracted every 6.5 minutes.
Explain why the method of promotion was most relevant to the product or service
Clorets gives you the confidence in your breath to get offline and socialize. The activation was developed to engage the youth by literally ‘walking the talk’. Throughout the competition, people traded their phones for Clorets packs for at least 30 minutes. The purpose was for friends to enjoy uninterrupted quality time together with good breath. The see-through boxes (that carried their phones) were placed on their tables for the duration of the competition. If they opened it within the competition, then the alarm attached to the box goes off and they loose. If they won, they were incentivized instantly through an original celebratory song played for them live and Clorets picked up their check.
Credits