Trident Print VENDING GIG by Saatchi & Saatchi London

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Industry Chewing-Gum
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Saatchi & Saatchi London
Director Jamie Rafn
Executive Creative Director Paul Silburn, Kate Stanners
Art Director Rick Dodds
Copywriter Stephen Howell
Producer Greg Hemes
Released April 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: KRAFT FOODS
Product/Service: TRIDENT
Executive Creative Director: Paul Silburn (Saatchi & Saatchi)
Executive Creative Director: Kate Stanners (Saatchi & Saatchi)
Copywriter: Stephen Howell (Saatchi & Saatchi)
Art Director: Rick Dodds (Saatchi & Saatchi)
Senior Producer: Rebecca Williams (Saatchi & Saatchi)
Producer: Greg Hemes (Saatchi & Saatchi)
Account Director: Cat Macham (Saatchi & Saatchi)
Account Manager: Massimo Flori (Saatchi & Saatchi)
Business Leader: Charlotte Cook (Saatchi & Saatchi)
Planner: Tom Gibson (Saatchi & Saatchi)
Director: Jamie Rafn (Smuggler)
Production Co Producer: Ray Leakey (Smuggler)
D.o.p.: Brett Turnbull
Editors: John Mayes (Marshall Street Editors)
Sound Design: Ben Leeves (Grand Central)
Post Production: Big Buoy
Media placement: Ambient - Live Event In Covent Garden, London - 27 April 2012

Describe the objective of the promotion.
With Trident’s target audience falling out of love with chewing gum, we needed to launch Trident Senses with a promotion that will get people interacting with the brand and chewing gum again.
Chewing gum stimulates the brain and consequently makes you more receptive to new experiences.
We needed to prove that Trident Senses was the catalyst for a more positive experience unfolding, using the proposition of “See What Unfolds”.
We decided to create an experiential event that would get people chewing again.

Describe how the promotion developed from concept to implementation.
We created a special, yet ordinary looking vending machine and placed it in London’s Covent Garden.
When an unsuspecting member of the public used the machine, they were dispensed free gum along with an experience they wouldn't forget.
The vending machine door dramatically opened revealing a cloud of dry ice inside. A musician then suddenly stepped out of the machine and handed the person some gum. The musician then began performing to the public.
As more people used the vending machine, more unusual musicians, such as an accordionist and a sousaphonist, miraculously emerged from inside the machine, until there was a 10-piece band performing an impromptu gig to thousands of people.

Explain why the method of promotion was most relevant to the product or service.
Trident Senses invites consumers to “See What Unfolds”.
The promotional experience we created proved that chewing gum can be the spark of something amazing and unexpected happening.
The product itself was at the heart of the event and was the catalyst for everything that unfolded when the public engaged with it.
It got the product in the hands of the consumer and gave them a memorable, unexpected experience, delivering the brand message.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Hundreds of people engaged with the special Trident Senses Vending machine, each receiving free packets of gum. They shared the gum with friends and loved ones as they enjoyed the performance unfolding from the machine.
The band emerging from the machine performed in front of thousands of people throughout the day.
People even tweeted about the event and their involvement.
Justice Stepansky tweeted: Just appeared in the new Trident Advert being filmed in Covent Garden! :) soo much fun!!!!
Footage from the event will now be used to create a pan-European TV campaign airing summer 2012.