Pringles Outdoor PRINGLES OVERSHARERS by Wunderman London

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Industry Confectionery & snacks, Chips
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency Wunderman London
Executive Creative Director David M. Harris
Creative Director Martin Gent
Art Director Simon Diss
Copywriter Hannah Riley
Producer Jason Gibson
Account Supervisor James Garcia-Luengo
Typographer Kristina Matovic
Released April 2010

Credits & Description

Category: Ambient: Digital Outdoor
Advertiser: PROCTER & GAMBLE
Product/Service: PRINGLES
Executive Creative Director: David Harris
Creative Director: Martin Gent
Copywriter: Hannah Riley
Art Director: Simon Diss
Account Supervisor: James Garcia-Luengo
Typographer: Kristina Matovic
Producer: Jason Gibson
Other Credits: Thibault Dargeou/Katie Stockton
Date of First Appearance: Apr 26 2010 12:00AM

Description of Ambient execution
Insight, strategy and the idea We were asked to come up with a way to make Pringles the snack of choice for impatient, frenetic 16- to 24-year-olds who thought the brand was uncool. We knew they were avid social media ‘sharers’, and Pringles is all about sharing, so we could have helped them share even more. But there was already loads of boring, inane tosh being ‘overshared’ online. So instead, what if we gave teenagers the chance to help friends stop sharing so much? To start sharing only the things actually worth sharing? Creative execution We launched ‘Help the Oversharers.’ And we created a seriously clever way to stop teenagers in their tracks. The funniest and most ridiculous overshares our fans contributed via Twitter were fed directly into digital outdoor media across London’s busiest traffic and commuter hotspots. This was real public oversharing, and your ‘overshare’ could become part of it. The billboards, motorway placements and underground escalator panels drove viewers to the Help the Oversharers website, to play around with a whole load of other cool content and download our unique Overshare button, which lets you tell your mates when they’re oversharing. Online media that also featured real ‘overshares’, Facebook messaging and a massively entertaining customisable video drove users to the site too. Results and effectiveness • Over 1 million opportunities to see every day across London’s busiest traffic and commuter hotspots • 350% increase in unique site visitors on placement • Featured in blogs, websites and tweets within hours of placements • Pringles is seen as cool again