HEARTGINGERS by Ogilvy Cape Town for Stimorol

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HEARTGINGERS

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Industry Chewing-Gum
Media Direct marketing
Market South Africa
Agency Ogilvy Cape Town
Executive Creative Director Chris Gotz
Art Director Matthew Pullen, Emma Butlin
Copywriter Craig Ross, Dean Paradise
Strategic Planner Jayne Holness
Released October 2010

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: KRAFT FOODS
Product/Service: SWEET
Agency: OGILVY CAPE TOWN
Date of First Appearance: Oct 26 2010
Entrant Company: OGILVY CAPE TOWN, SOUTH AFRICA
Entry URL: http://www.heartgingers.com/
Executive Creative Director: Chris Gotz (Ogilvy)
Copywriter: Craig Ross (Ogilvy)
Copywriter: Dean Paradise (Ogilvy)
Art Director: Emma Butlin (Ogilvy)
Art Director: Matthew Pullen (Ogilvy)
Account Director: Awie Erasmus (Ogilvy)
Account Executive: Alexis Leih (Ogilvy)
Account Director Public Relations: Lee Nelson (Ogilvy)
Strategic Planner: Jayne Holness (Ogilvy)
Social Media Director: Chris Rawlinson (Ogilvy)
Director Events and Activations: Derek Davis (Ogilvy)
Project Manager: Catherine Brewis (Ogilvy)
Media placement: Social Media - Facebook, Twitter, YouTube - October 2010
Media placement: Press Release - Incl. Between10and5, Silobreaker, MusicalMover&Shaker, CaptainCrawl, Mahala, Don - 23 - 26 November 2010
Media placement: Media Pack - Women24 (Lili Radloff); HeartFm; 5fm (DJ Fresh; Sias Du Plessis); 2oceansvibe (S - November 2010
Media placement: Radio Interviews - 5fm And HeartFm - 12 And 24 November 2010
Media placement: Facebook Ads - 5 Ads - Targeted Capetonian Facebook Pages - 24 November 2010
Media placement: Live Reads - 5fm - 24 November 2010
Media placement: Guerrilla Marketing - Stickers - In And Around Cape Town - October And November 2010
Media placement: Ginger Flash Mob - Synergy Music Festival - 27 November 2010
Media placement: Merchandise Distribution - Synergy Music Festival - 27 November 2010
Media placement: Blogs - Between10and5, Bettywantsin, Abduzeedo, Wikio, Entertainmentafrica - 17, 19, 29 December 2010

Describe the brief/objective of the direct campaign.
The objectives were simple: to distribute 40,000 packs of Orange Mint samples in a crazy, cool fashion that would leverage Stimorol’s brand, give them great exposure and create a memorable stunt. The target audience was drawn from existing and new customers, throughout various stages of the campaign.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used Orange Mint’s distinctly orange flavour and noticeable orange packaging as a way of leveraging the campaign amidst the very hot and topical subject in the media: gingers.

We arranged a flash mob of orange-haired people to hand out the Orange Mint gum at Synergy – a popular music festival. We arranged it by creating a group called HeartGingers, which we used as a base to recruit the gingers for our flash mob.

Our aim and desired outcome was to distribute the gum, at the same time gaining as much publicity and exposure for our client’s brand as possible.

Explain why the creative execution was relevant to the product or service.
Gingers are a very hot topic in popular culture at the moment. Everyone’s jumping on the ginger-hating bandwagon, so we wanted to position Stimorol with a fresh angle, as loving and supportive of the oppressed ginger community. The choice of Synergy was perfect for the target market, who are young, outgoing, social and in touch with what’s happening in popular culture. We wanted to strengthen the consumers’ perception of Stimorol as a fun and quirky brand. A ‘ginger flash mob’ did exactly that. The campaign even made a positive impact on common perception of ginger-haired people.

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.
We handed out all 40,000 packs of Orange Mint gum. We had over 100 gingers join our flash mob, who all loved it. The flash mob was seen by roughly 6,000 people at Synergy itself. We generated R586 000 worth of PR on radio alone. The campaign and flash mob was featured and/or promoted on numerous blogs and websites. We created a lasting impression on those who saw it on the web and at Synergy - who we directly engaged with. We also directly involved the gingers throughout the campaign and gave them a truly memorable experience with the brand.