Gang DM CHEWABLE PENCIL by Isobar Sao Paulo

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CHEWABLE PENCIL

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Industry Chewing-Gum
Media Direct marketing
Market Brazil
Agency Isobar Sao Paulo
Creative Director Carlos Domingos
Art Director Henrique Mattos, Cristiano Rodrigues
Copywriter Daguito Rodrigues
Released November 2011

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: GANG
Product/Service: CHEWING GUM
Agency: AGE ISOBAR
Creative Director: Carlos Domingos (AGE Isobar)
Art Director: Henrique Mattos (AGE Isobar)
Copywriter: Daguito Rodrigues (AGE Isobar)
Art Director: Cristiano Rodrigues (AGE Isobar)
Media Manager: Alice Orlando (AGE Isobar)
Media placement: Sampling - Schools, Language Schools - November 10th 2011

Describe the brief/objective of the direct campaign.
Chewing gum is a very simple and old product. How then could we surprise our target?
People often bite pencils in moments of jitters. GANG GUM decided to make that a sweeter experience by creating the first chewable pencil.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
5,000 pencils with gum on one end were placed and distributed in schools during the final exams. A unique way to surprise students and promote GANG GUM’s flavours.

Explain why the creative execution was relevant to the product or service.
We used pencils to generate consumer response, something that is always with students. And in a very creative way: people are always biting them, so we added our product on one end of the pencil, adding flavour and sweetness to it. We gave enjoyment, taste and flavour to moments of tension and jitters. We found a creative way to make our target try our product.
What was our consumer's response? Try our product.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Massive impact on social networks.
Brand is thinking of launching it as a product soon.
Students less stressed.