CHEWING THROUGH THE MINUTES by MEC London for Extra

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CHEWING THROUGH THE MINUTES

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Industry Chewing-Gum
Media Promo & PR, Case study
Market United Kingdom
Agency MEC London
Released May 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: WRIGLEY'S
Product/Service: EXTRA CHEWING GUM
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: MEC UNITED KINGDOM, London, UNITED KINGDOM
Entry URL: http://www.thesun.co.uk/sol/homepage/advertisement_feature/vodafone/
Business Director MEC Access: Stuart Wareman (MEC)
Managing Partner MEC Access: Tove Okunniwa (MEC)
Account Manager MEC Access: Lucy Adams (MEC)
Media placement: LED Perimeter Boards - 11 Premier League Football Grounds - August 2009
Media placement: Match Day Programmes - 11 Premier League Football Clubs - August 2009
Media placement: Radio - TalkSPORT/Call Collymore And Live Commentary - August 2009
Media placement: Radio - TalkSPORT/Weekend Sports Breakfast Show - 1 May 2009
Media placement: Regional Press - Sponsored Match Results In Regional Press Publications - 1 May 2009

Results and Effectiveness
Extra 90+ has delivered massive results. More fans are chewing gum and more are choosing Wrigley’s Extra. Prompted awareness of the sponsorship is up 35%; Wrigley’s sponsorship is now more well-known than Lucozade’s – the Premier League’s longest-running sponsorship partner. Fans who are aware of the campaign are 12% more likely to buy gum. 40% increase in the number of 16-39-year-old fans now claiming to chew gum once a week.

Creative Execution
Added/Extra time would belong to Wrigley’s Extra. When the clock hit 90 minutes, we would dominate all messaging, in the stadia and via radio coverage. Using digital signage in 11 Premiership grounds including Liverpool, Aston Villa and Tottenham Hotspur, our message appeared on digital perimeter boards and big screens. Match commentators on talkSPORT used live branded reads as soon as added time began. In season one, we got people talking about why added/extra time matters via partnerships with the UK’s top-selling newspaper – The Sun provided added time trivia and got fans to relive their favourite added time moments – and charity Football Aid, paying £1,000 for every goal scored after 90 minutes. Manchester United’s 1999 Champions League added time hero Teddy Sheringham joined as campaign ambassador. By season two, we focused on in-stadia awareness. The Premier League’s added/extra time belonged to Wrigley’s Extra – no fan could miss it.

Insights, Strategy & the Idea
Wrigley’s Extra’s Premier League football sponsorship was in danger of being a bad signing. Eighteen months into a three-year deal and spontaneous awareness was 0%. In football, nothing is certain until the final whistle. The most tension-filled minutes in games are added time, the extra minutes added by the fourth official. These extra minutes can change destinies – without added time goals, Chelsea, not Manchester United, would have won the 2007/2008 Premier League. We found that proportionally more goals are scored in added/Extra time than any other period, and viewership peaks by 20% in these crucial minutes. Wrigley’s Extra would own added/Extra time, encouraging fans to chew through those pulse-racing minutes that matter. Half the UK’s 22.7 million gum chewers are football fans, our message would boost consumption among the 6.3 million fans who already loved Extra and encourage switching among 5.4 million users of other brands.