Skittles DM HOLLA AT THE RAINBOW by TBWA\Chiat\Day Los Angeles

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Industry Candies
Media Direct marketing
Market United States
Agency TBWA\Chiat\Day Los Angeles
Chief Creative Officer Mark Figliulo
Senior Art Director Jin-Sang Park
Released August 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: WRIGLEY
Product/Service: SKITTLES CANDY
Date of First Appearance: Aug 3 2009 12:00AM
Entrant Company: TBWA\CHIAT\DAY, New York, USA
Entry URL:
Chairman & Chief Creative Officer: Mark Figliulo (TBWA\Chiat\Day - New York)
Executive Producer of Media Arts: Matt Bijarchi (TBWA\Chiat\Day - New York)
Associate Creative Director (Copy): Erik Fahrenkopf (TBWA\Chiat\Day - New York)
Associate Creative Director (Art): Anthony DeCarolis (TBWA\Chiat\Day - New York)
Senior Art Director: Jin Park (TBWA\Chiat\Day - New York)
Art Producer: Julia Menassa (TBWA\Chiat\Day - New York)
Media placement: Handout's - 5 Markets (New York, Los Angeles, Chicago, Philadelphia & Dallas / Total Of 68 T - 3 August 2009
Media placement: Posters - Malls, Movie Theaters - 14 August 2009
Media placement: Application - Facebook -  

Describe the brief/objective of the direct campaign.
Thanks to a long running campaign of quirky, unexpected work, young adults have displayed a fierce loyalty to the Skittles brand. The objective was to take our current campaign a step further, allowing consumers to, literally, reach out and talk to the brand.

Explain why the creative execution was relevant to the product or service.

When your consumers have come to expect the unexpected. You have to find new ways to reach them. 'Holla at the Rainbow' offered consumers a fun, new way for consumers to interact with the brand. And that only helped build a stronger relationship between Skittles and its loyal consumers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Borrowing from the brand tagline, 'Taste the Rainbow,' we created, 'Holla at the Rainbow,' where consumers were allowed to interact with the actual 'Skittles Rainbow.' A character just as twisted as the brand’s personality. First, we created a series of banner ads that invited consumers to dial a phone number to hear a humorous, personalised message from the Skittles Rainbow. Consumers were then driven to the Skittles Facebook Page. There, we enabled a Facebook application where you could make an actual phone call to your friends. After a few seconds your call was interrupted by the wisecracking Skittles Rainbow.

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.
In the first week alone, consumers dialed in 15,000 times. But that was only the beginning. Over 200,000 signed up on the Skittles Facebook page, making it the 5th most popular Facebook brand with 4.5 million fans.