Tic-Tac Design & Branding SHAKE IT UP - OUTDOOR CAMPAIGN by Merkley + Partners New York

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SHAKE IT UP - OUTDOOR CAMPAIGN

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Industry Candies
Media Design & Branding
Market United States
Agency Merkley + Partners New York
Executive Creative Director Andy Hirsch
Art Director Katie Willmann, Jessica Giles
Copywriter Austin Hamilton, Amanda Cornwell, Chris Schifando
Designer Alex Gross, Yoni Kim
Producer Donovan Green, Chris Moroukian
Account Supervisor Lauren Goetzman
Released February 2012

Credits & Description

Category: Posters
Advertiser: FERRERO
Product/Service: TIC TAC
Agency: MERKLEY + PARTNERS
Executive Creative Director: Andy Hirsch (Merkley + Partners)
Creative Group Head - Copywriter: Eddie Van Bloem (Merkley + Partners)
Creative Group Head - Art Director: Saks Afridi (Merkley + Partners)
Copywriter: Amanda Cornwell (Merkley + Partners)
Art Director: Katie Willmann (Merkley + Partners)
Designer: Yoni Kim (Merkley + Partners)
Designer: Alex Gross (Merkley + Partners)
Copywriter: Chris Schifando (Merkley + Partners)
Copywriter: Austin Hamilton (Merkley + Partners)
Art Director: Jessica Giles (Merkley + Partners)
Producer: Donovan Green (Merkley + Partners)
Producer: Chris Moroukian (Merkley + Partners)
Group Account Director: Diane Hernandez (Merkley + Partners)
Account Supervisor: Lauren Goetzman (Merkley + Partners)
Account Coordinator: Tibby Iz (Merkley + Partners)
Digital Group Production Director: Mathilde Benington (Merkley + Partners)
Digital Group Account Director: Jennifer Cimmino (Merkley + Partners)
Art Buyer: Bev Don (Merkley + Partners)
Art Buyer: Tamara Lund (Merkley + Partners)
Programmer: (Total Immersion)
Media placement: Out Of Home - 4 Spots - Chicago, Los Angeles, Atlanta, New York City - 6 Feb. 2012 - 29 July 2012
Media placement: Billboard - 3 Billboards - New York City - 12 Feb.2012 - 11 March 2012

Describe the brief from the client
While still the no.1 mint in the United States, Tic Tac was starting to acquire the perception of being an old lady’s purse mint, and becoming less relevant to a younger consumers.
Research showed our target (18 – 34) feels very passionately about their smartphones. Some said they would rather give up a sense (smell, touch, taste) than be without their smartphones. We needed to do something to augment the print, TV and poster campaign we were running into something that could live on our consumer’s smartphone.

Describe the challenges and key objectives
Each ad had to be designed to be an augmented reality marker. The Tic Tac Viewer had to recognise it, which required extensive testing and design exploration prior to implementation.

Describe how you arrived at the final design
Each ad and augmented reality (AR) experience was designed around a concept. The ad about people’s sleeping habits was designed to look like a bed, and the AR was a ‘Bed Roll’ game. The ad about people kissing patterns showed a pair of large lips, and the AR was a kissing game. A billboard in Times Square, which talked about how many people would ignore it, adopted the look and feel of Times Square lights, and gave people their 15 minutes of fame via ads that looked like they ran in Times Square with the faces, names and genders pulled from Facebook Connect.

Give some indication of how successful the outcome was in the market
The app was downloaded over 11,000 times (11x the average branded app) and was played with, on average, for over 10 minutes. The campaign generated more than 250,000 new Facebook fans and the marketing mix helped deliver a 9% increase in sales compared to the same period a year ago; all in the first 2 months.