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 Other Digital Media, including Mobile Devices
Advertiser: PROCTER & GAMBLE
Product/Service: PRINGLES
Agency: WUNDERMAN LONDON
Date of First Appearance: Apr 22 2010 12:00AM
Entrant Company: WUNDERMAN LONDON, UNITED KINGDOM
Entry URL: http://www.wn01.com/wunderman/awards/2010/cannes_lions/Pringles/04/a12/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: Downloadable Facebook Plugin - Facebook - 22nd April 2010

Results and Effectiveness
Results and effectiveness: • Up to 25% of unique site visitors downloaded plugin • Downloaded nearly 700 times in first 48 hours • 700+ ‘likes’ on Facebook in first hours of launch • Featured in blogs, tweets and websites within hours of launch • Pringles is seen as cool again

Creative Execution
We launched ‘Help the Oversharers’ right at the centre of oversharing, creating a global first for Facebook: the Pringles Overshare button. Download this unique plugin and when you see a friend’s silly status, simply click your Overshare button. This generates a customisable message that directs your friend to the ‘Help the Oversharers’ website. Here they can have fun with a whole load of cool content, download the plugin themselves and start nominating ‘overshares’ they find. We drove teenagers to the Overshare button via press ads, digital outdoor and online media that displayed real overshares supplied to us by the public via Twitter, and of course, via our three million Pringles fans on Facebook.

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 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?