2015 Winners & Shortlists

Results and Effectiveness

• Clorets crashed a wedding and further cemented a loyal relationship by creating a memorable experience that would last a lifetime. • Recorded an astounding 115,000 video views in 2 weeks, showing content effectiveness as it is the highest we have encountered • Acquired 8000 likes, 430 shares, and 200 comments bolstering our page engagement to an impressive 0.7% vs. the preceding 0.2%. • A total of 700,000 people were reached. • Scored a 5.18% CTR (click through rate) vs. 0.24% average. • Most importantly, got the whole crowd talking about it with strong positive sentiment fulfilling our objective to create a bond with our fan base. We received sizable messages from fans asking

Creative Execution

They set out to show how much they care by carefully orchestrating the ultimate experience of a lifetime for their biggest fan by amplifying a personal life changing experience he was already embarking on: his wedding. In close coordination with his fiancée, Clorets masterminded a surprise that would sweep the groom of his feet. On his big day, we implanted a huge branded hot air balloon to invade the sky above their venue from which small lit up parachutes carrying Clorets were thrown into the crowd to the sound of enticing music. The attendees rushed to catch the little packages and the groom was overwhelmed with happiness. We made sure to capture the entire story from the setup to the balloon takeover and finally the galvanized reactions we triggered. We blasted the video activation on Facebook and on YouTube and to say the least, our expectations were overachieved.

Insights, Strategy and the Idea

Social media is brands’ new language and currency. Most brands spend a lot of time, money and energy trying to get likes, comments and shares. It’s especially harder since Facebook altered its organic reach algorithm to almost be nil making Clorets engagement rate difficult to grow from 0.2%. But real advocacy is the hardest, brands know that finding loyal advocates of their brands is extremely rare especially in low involvement categories, like chewing gum. So what do you think happened when Clorets was introduced to its biggest fan? They definitely didn’t sit back and just say thank you!