OVERSHARERS by Wunderman London for Pringles

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OVERSHARERS

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Industry Confectionery & snacks, Chips
Media Promo & PR, Case study
Market United Kingdom
Agency Wunderman London
Executive Creative Director David M. Harris
Creative Director Martin Gent
Designer Kristina Matovic, Ben Richardson, Ivan Pinto-Bravo, Marion Ancker, Matt Lalande
Released April 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: PROCTER & GAMBLE
Product/Service: PRINGLES
Agency: WUNDERMAN LONDON
Date of First Appearance: Apr 26 2010 12:00AM
Entrant Company: WUNDERMAN LONDON, UNITED KINGDOM
Entry URL: http://www.wn01.com/wunderman/awards/2010/cannes_lions/Pringles/04/a10/index.html
Executive Creative Director: David Harris (Wunderman London)
Creative Director: Martin Gent (Wunderman London)
Managing Director, Digital: Julian Ormerod (Wunderman London)
Account Director: James Garcia-Luengo (Wunderman London)
Director of Project Management: Jason Gibson (Wunderman London)
Senior Art Director: Simon Diss (Wunderman London)
Senior Copywriter: Hannah Riley (Wunderman London)
Designer: Kristina Matovic (Wunderman London)
QA Manager: Charlotte Brewster (Wunderman London)
Project Manager: Anthony Delany (Wunderman London)
Technical Delivery Manager: Thibault Dargeou (Wunderman London)
Designer: Matt Lalande (Wunderman London)
Senior Designer: Kevan Ansell (Wunderman London)
Designer: Ivan Pinto-Bravo (Wunderman London)
Interactive Developer: Dominik Bineggar (Wunderman London)
Technical QA: David Boydell (Wunderman London)
Technical Developer: Chris O'Byrne (Wunderman London)
Technical Developer: Katie Stockton (Wunderman London)
Designer: Marion Ancker (Wunderman London)
Designer: Ben Richardson (Wunderman London)
Media placement: Expandable Leaderboard Banner - Bebo - 26/04/2010
Media placement: Expandable MPU Banner - Bebo - 26/04/2010

Results and Effectiveness
Results and effectiveness: • An above average click through rate for targeted expandable banners of over 0.5% achieved • 350% increase in unique site visitors on placement • Featured in websites, blogs and tweets • Pringles is seen as cool again

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 online media on websites where teenagers spend all their time. This was real public oversharing, and your ‘overshare’ could potentially become part of it. The banners 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. Digital outdoor media that also featured real ‘overshares’, Facebook messaging and a massively entertaining customisable video drove users to the site too.

Insights, Strategy & the Idea
We were asked to come up with a way to make Pringles the snack of choice for impatient, frenetic 16-24 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 were 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?