Brand | WRIGLEY |
Product/Service | WRIGLEY EXTRA BUBBLEMINT |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Fast Moving Consumer Goods |
Idea Creation
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Production
|
JOY FILMS Dubai, UNITED ARAB EMIRATES
|
The Campaign
Extra Bubblemint Treehouse Store
Launching a new chewing gum with the taste of childhood
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 (including members of the media) 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
• Over 4.7 million PR and media impressions
• 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
The Situation
Extra Bubblemint is a gum for adults that offers the taste of childhood. So for its launch event, we brought a childhood dream to life by opening a Treeehouse Store in Dubai Creek Park.
Over 3,000 people, including members of the media, climbed up to the store, tried the gum and had fun and games with toys imported from their childhood — there’s even a slide!
By turning adults into children again, we gained over 4.5 PR and media impressions, more than 8 million total online views — and made Extra Bubblemint the top-selling Wrigley gum.
The Strategy
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
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