Orbit Promo, Case study DIRTY SHORTS by Energy BBDO Chicago

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DIRTY SHORTS

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Industry Chewing-Gum
Media Promo & PR, Case study
Market United States
Agency Energy BBDO Chicago
Released June 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: WRIGLEY
Product/Service: ORBIT
Agency: ENERGY BBDO
Date of First Appearance: Jun 14 2010
Entrant Company: STARCOM USA, Chicago, USA
Entry URL: http://www.youtube.com/user/OrbitDirtyShorts
Media placement: Viral Video Websites - YouTube, College Humor, Break.com - 14 June 2010

Insights, Strategy & the Idea
People don’t think about chewing gum until they’re done shopping. And when they finally do, the decision is made almost solely on the buzz behind the brand – is it new, is a celebrity chewing it or does the packaging create a new tactile sensation. These things are an excuse to buy a brand at the checkout and have something to talk about when they share later with others. As a mature brand losing relevance among its core 13-34 consumers, the Orbit brand needs more of these buzz-worthy moments. Chewing gum isn’t just about cleaning a dirty mouth; it’s about giving it to friends and making sure they have a clean mouth too.

Creative Execution
To create a fresh take on the Orbit brand’s original “Dirty Mouths” campaign, we created “Dirty Shorts” in partnership with popular actors Jason Bateman and Will Arnett. These five-minute videos featured hilarious situations from Bateman, Arnett and their friends with the Orbit brand in the middle.

In our video titled “Dancer,” Bateman cross-dressed as an exotic dancer who captivated his male audience every time he flashed his bright Orbit smile. In “Prom Date,” Bateman plays a father in an awkward situation with his daughter and her date, played by Arnett, that isn’t so bad when everyone is chewing Orbit gum. By cleaning up these extremely dirty moments, we ultimately got consumers to share the Orbit brand with friends again and find it in the places where and when they want to share – YouTube, College Humor and Break.com.

Results and Effectiveness
“Prom Date” & “The Dancer” together achieved over 2.7 million views over-delivering the goal of 500,000 views by nearly 500%. (Source: Post-media analysis, February 2011)

The launch of the series was bolstered due to earned media impressions across a number of media. In fact, 35% of views came from video seeding and 15% of views came from organic growth. (Source: Post-media analysis, February 2011)

94% of user sentiment regarding Orbit Dirty Shorts was categorized as positive, and 80% of user sentiment regarding the Orbit brand was positive. (Source: Radian6 User Sentiment Report, January 2011)