2017 Winners & Shortlists

TREEHOUSE STORE

BrandWRIGLEY
Product/ServiceWRIGLEY EXTRA BUBBLEMINT
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryUse of Outdoor
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Production JOY FILMS Dubai, UNITED ARAB EMIRATES

The Campaign

Extra Bubblemint Treehouse Store. Immersive on-ground, online and VR experiences that turned adults into children again.

Creative Execution

In November 2016, we opened the Extra Bubblemint Treehouse Store in Dubai Creek Park, exclusively for adults. The charming, eye-candy 4.5m x 5m treehouse store was supported by a robust steel base and was constructed within 48 hours. It was also fitted with nine hidden cameras that, for a week, captured over 3,000 grown-ups trying the gum and having child-like fun and games with a retro video game console, a polaroid camera, a bubble blower and a wide range of toys imported from their childhood days — not to mention, an exhilarating exit slide.    We then shared the activation film on social media to give everyone the taste of Bubblemint. Everyone could also visit the treehouse store virtually with our immersive 360-degree VR headsets in key supermarkets around the region.

• 3,000+ visitors over a week • Over 8 million total online views in 3 days • 17x higher click-through rate than market average • Extra Bubblemint became the top-selling Wrigley gum • Extra gum market share increased by a whopping 4% • The Treehouse Store turned adults into children again

Extra Bubblemint is a gum for adults that offers the taste of childhood. For its launch event, we brought a childhood dream to life by opening a Treehouse Store in Dubai Creek Park — exclusively for adults. A new outdoor advertising medium that welcomed over 3,000 people, including members of the media. They climbed up to the store, tried the gum and had fun and games with toys imported from their childhood — there’s even a slide! The results? Over 4.5 PR and media impressions, more than 8 million total online views and Extra Bubblemint became the top-selling Wrigley gum.

Insights, Strategy and the Idea

Target audience: Grown-ups (28+) who are young at heart and love to set their inner child free. Approach: When we were kids, we were at our happiest. Life was like a pack of gum. Wrigley’s Extra Bubblemint tastes just like those times. So we positioned the gum as the taste of childhood. And on Children’s Day, we launched it by bringing a childhood dream to life.

Credits

Name Company Role
Fadi Yaish Impact BBDO Dubai Executive Creative Director
Daniel Corrêa Impact BBDO Dubai Creative Director
William Mathovani Impact BBDO Dubai Associate Creative Director
Anju Purushot Impact BBDO Dubai Senior Producer
Samantha Stuart Palmer Impact BBDO Dubai General Manager
Frances McCabe Impact BBDO Dubai Regional Account Director
Lina Ghulam Impact BBDO Dubai Senior Account Manager
Marten Persiel Joy Films Director
Dania Quaglio Joy Films Executive Producer
Links
Social Media URL