5 Promo, Case study LAUNCH OF 5 GUM by Clemenger BBDO Sydney

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Industry Chewing-Gum
Media Promo & PR, Case study
Market Australia
Agency Clemenger BBDO Sydney
Executive Creative Director Richard Maddocks
Creative Director Karl Fleet Guy Rooke
Digital Creative Director Nic Hodges
Released July 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: WRIGLEY
Product/Service: 5 GUM
Date of First Appearance: Jul 12 2009 12:00AM
Entrant Company: OMD, Sydney, AUSTRALIA
Entry URL: http://www.5gum.com.au
Strategist: Alex Houghton (OMD)
Business Director: Ben Sjogren (OMD)
Account Director: Lisa Hosking (OMD)
Account Manager: Andrew Mulrenan (OMD)
Digital Strategist: Tom Rolph (OMD)
Digital Planner: Derek Le (OMD)
Marketing Director: Andrew Leakey (Wrigley)
Marketing Manager: Kym Bonollo (Wrigley)
Brand Manager: Craig Harkness (Wrigley)
Group Account Director: Angus Hosie (Clemenger BBDO Sydney)
Senior Account Director: Anna Holmes (Clemenger BBDO Sydney)
Account Executive: Joel Sussman (Clemenger BBDO Sydney)
Senior Digital Producer: Pete Hadden (Clemenger BBDO Sydney)
Executive Creative Director: Richard Maddocks (Clemenger BBDO Sydney)
Creative Director: Guy Rooke (Clemenger BBDO Sydney)
Digital Creative Director: Nic Hodges (Clemenger BBDO Sydney)
Digital Strategist: Nick Tubb (Clemenger BBDO Sydney)
Media placement: TV: 2 X 30" - MTV, Fox8, Channel V, 7, 9, 10 - 12/07/2009
Media placement: Cinema: 2 X 30" - Val Morgan Network - 12/07/2009
Media placement: In-Game Advertising - Massive - 12/07/2009
Media placement: MySpace Partnership - Fox Interactive Media - 12/07/2009
Media placement: Digital - Various - 12/07/2009
Media placement: Brand website - http://www.5gum.com.au - 12/07/2009

Results and Effectiveness
The most successful launch of 5 in the world. After 8 weeks, 5 had 20% Australian market share; 26% NZ market share. Plus 5 grew these gum markets: 1) Australian grocery stores by 9.5% (without 5 this market was projected to grow 0.4% in this period; it actually grew 9.5% + 0.4% = 9.9%) 2) Australian convenience stores by 12.1% (without 5 this market was projected to grow 6.0%; it actually grew 12.1% + 6.0% = 18.1%) 3) Total NZ gum market by 5.3% (without 5 this market was projected to grow 2.6%; it actually grew 2.6% + 5.3% = 7.9%)

Creative Execution
The creative strategic solution was to balance mainstream & niche activities to deliver sales & brand credibility. Our ‘imaginary world’ channels were: Cinema Focusing on Transformers 2, Star Trek, Terminator: Salvation, Harry Potter. TV Focusing on Heroes, Lost, Stargate, Terminator: The Sarah Connor Chronicles. Digital 1) MySpace Black Curtain & Black Beta partnerships, offering exclusive pre-release screenings of the latest fantasy movie & gaming titles to communities of entertainment fans. 2) In-game advertising, focusing on Spiderman, the Incredible Hulk & the MMORPG Anarchy 3) Brand hub www.5gum.com.au: an aggregator of GenC news, promotions & content which offered fans the facility to download & remix this content themselves eg. overlay their graphics onto a 5 photoshoot. These channels worked together to maximise the campaign by ensuring the broadcast presence within crucial GenC fantasy franchises was strengthened by engaging activities which made 5 an active participant within GenC’s world.

Insights, Strategy & the Idea
Business Objectives • Return the static Australian gum market to growth • Achieve 10% market share within 12 months Marketing Objective • Launch 5 as a new product highly distinct to mainstream market leader Extra Communications Objective • Make 5 the iPod of the gum category: dynamic, progressive, desirable We needed to be focused to create a vivid identity for 5, so targeted ‘Generation C’ (GenC): 13-24 year-olds immersed in the digital universe of Creativity, Connectivity, Communities. Insight The digital universe loved by GenC has exponentially increased the entertainment industry’s ability to create imaginary worlds: The Dark Knight had just become only the fourth film to make US$1b in global box office; Halo 3 was the biggest entertainment launch in history. Such successes were due to massive advances in digital creativity. This was relevant to Wrigley's GenC as it lived at the heart of the target’s media diet. Idea Position 5 within the imaginary worlds GenC adore.