Twix: "PAUSE MORE SEE MORE" Outdoor Advert by Starcom Mediavest Group

Advertiser/Client: MARS TWIX
Product/Service: CHOCOLATE
Advertising Agency, City: STARCOM MEDIAVEST GROUP, Dubai
Country: UNITED ARAB EMIRATES
Media Agency, City: STARCOM MEDIAVEST GROUP, Dubai
Country: UNITED ARAB EMIRATES
Advertising Agency, City: STARCOM MEDIAVEST GROUP, Dubai
Country: UNITED ARAB EMIRATES

Credit Details:
Name Position Company
Lobna Abdellatif Media Supervisor Starcom Mediavest Group

Insights, Strategy and the Idea:
Our brains are not wired up for the rapid pace at which we are living. In a world of over-booked schedules, maximum stimulation, fast food and sound bites, life has become so fast, so busy, and so pressured that in our rush we forget to enjoy the simple things in life. Maybe we need to hit the pause button more often. Sometimes a cup of coffee, time spent chatting with friends, or a few minutes listening to music are all we need to give ourselves time to absorb the delights of our busy lives rather than leave our brains in a pressured, over-stimulated state. Twix’s mission was to find consumers during their Pause moments, and act as a perfect Pause Enhancer… We may not be the reason for the moment, but we can make that moment feel even better.

Creative Execution:
Twix did just that by introducing a number of collaborative Pause enhanced moments to trigger a connection with Twix…. Introduced ‘Twix Pause See More’ games on websites, newspapers and magazines. The Twix Pause moment was introduced with a TV campaign showing consumers how a pause can be more than just a “break.” Their everyday pause moments were enhanced with Twix Pause Games in newspapers, magazines, internet, and out-of-home – items they would normally sit and relax with. As they unwind in the car, DJs encourage them to visit pausemoreseemore.ae to play the Twix Pause Game. Twix enhanced their daily lunch pause with chilled-out acoustic gigs at busy outdoor spots such as offices, universities, and malls. People were invited to pause with Twix via RJ mentions two weeks prior to the event and through the website. The Pause Moment was brought to life in a relaxing Park atmosphere. Friends gathered on special grass benches to unwind with the acoustic music.

Results and Effectiveness:
Over 42,000 busy people paused with Twix during the event. More than 2,000 people enhanced their pause online with 13,400 games played as consumers repeatedly visited the website. People were spending an average 4.3 minutes on the site per session. Consumers appreciated the pause as awareness for the campaign increased by 29%. More people were bringing Twix in their pause moment with frequent users increasing by 23%.