Extra: MINT PARKING TICKET by BBDO Germany for Extra

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Industry Chewing-Gum
Media Ambient, Promo & PR, Case study
Market Germany
Agency BBDO Germany
Executive Creative Director Carsten Bolk
Art Director Michael Plückhahn, Gustavo Vieira Dias
Copywriter Isabel Campagna
Producer Steffen Gentis
Account Supervisor Silke Joosten, Sonja Struß
Released January 2011

Awards

Cannes Lions 2011
Outdoor Lions Small Scale Special Solutions Bronze

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: WRIGLEY
Product/Service: EXTRA POLAR FRESH GUM
Agency: BBDO GERMANY
Agency: BBDO PROXIMITY
Date of First Appearance: Jan 17 2011
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Sebastian Hardieck (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Executive Creative Director: Carsten Bolk (BBDO Proximity)
Art Director: Michael Plückhahn (BBDO Proximity)
Art Director: Gustavo Vieria Dias (BBDO Proximity)
Copywriter: Isabel Campagna (BBDO Proximity)
Group Account Director: Sonja Struß (BBDO Proximity)
Account Executive: Silke Joosten (BBDO Proximity)
Head of TV/Agency Producer: Steffen Gentis (BBDO Proximity)
Media placement: Ambient - Parking Ticket Machines, Düsseldorf - 17.01.2011
Insights, Strategy & the Idea
During the day you lose the freshness of morning brushing. Therefore, Wrigley is ideal for oral care on the go. The target group - women and men between 20-49 years care about their appearance. They are always looking for smart, innovative solutions to oral hygiene.
The challenge was to find a different method from usual sampling, to promote the fresh mint taste of the new Wrigley's Extra Polar Fresh gum.
Creative Execution
Every driver knows the situation, when you drive into the parking lot; you haven’t got a free hand for the parking ticket.
Automatically, you put it between your lips and drive to a parking space. Based on this observation, Wrigley decided to make that a more pleasant experience. By creating the first mint flavoured parking ticket. Wrigley printed tickets with a very thin layer of mint and placed them in parking lots. When drivers put the ticket into their mouth, they experienced the fresh flavour of Wrigley's Extra Polar Fresh gum.
Results and Effectiveness
Drivers had the taste for more, and there was an increased sale of Wrigley's Extra Polar Fresh in stores close to the parking lot. This test-run for a Germany-wide promotion, showed how well the attention-grabbing idea was received by consumers.

The Ambient Advert titled Extra: MINT PARKING TICKET was done by BBDO Germany advertising agency for product: Extra Chewing Gum (brand: Extra) in Germany. It was released in Jan 2011.