576 SUBWAY SPEED DATES by ESPALHE MARKETING DE GUERRILHA for Cadbury

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576 SUBWAY SPEED DATES

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Industry Chewing-Gum, Business equipment & services, Corporate Image
Media Promo & PR
Market Brazil
Agency ESPALHE MARKETING DE GUERRILHA
Creative Director Wagner Martins
Released June 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: CADBURY
Product/Service: CHEWING GUMS
Agency: ESPALHE MARKETING DE GUERRILHA
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: ESPALHE MARKETING DE GUERRILHA, Sao Paulo, BRAZIL
Entry URL: http://www.leveavidamaistrident.com.br/fresh/default.aspx
Planning Director: Gustavo Fortes (Espalhe - Marketing De Guerrilha)
Creative Director: Wagner Martins (Espalhe - Marketing De Guerrilha)
Content Director: Patricia Albuquerque (Espalhe - Marketing De Guerrilha)
Public Relations Director: Roberta Paixão (Espalhe - Marketing De Guerrilha)
Operational Director: Cleber Martins (Espalhe - Marketing De Guerrilha)
Media placement: Website - Internet - 25 may 2009
Media placement: Speed Dates On The Subway - Porto Alegre Subway - 21 june 2009
Media placement: Videos posted on the client website - Internet - 24 june 2009
Media placement: Campaign Video Teaser - Youtube - 24 june 2009

Describe the objective of the promotion.
The initiative was aimed at getting people to talk about the commercial that introduced the Trident Fresh Intense and Hortelã Ice chewing gums. The film is set in a subway station and shows a pair exchanging glances as the girl runs to catch the train. She tries to give her number to her suitor, but he doesn’t have a pen and ends up watching the opportunity fall into his competitors’ laps. He also needed to promote integration with online platforms.

Describe how the promotion developed from concept to implementation
The concept: with Trident Fresh you are always ready to interact. The notion of having only a couple of minutes to make a good impression led us to think of speed dates. Why not hold this type of event on the subway? Participants were selected on three fronts: online game, nightclub promoters and “Easter eggs.” The subway was mapped so that the dates would last approximately three minutes. The couples changed at every station. Those with the highest potential were scheduled to meet in the less noisy sections. We recorded 576 dates, which were made into 100 videos posted online.

Describe the success of the promotion with both client and consumer including some quantifiable results
Twenty-four cameras captured 576 dates, which spawned 100 videos. They were posted on YouTube and the promotion’s micro-site and reached over 370,000 views. Even though they haven’t been publicised for ten months, the videos are still registering sustained growth of 2% per day. Moreover, the promotion was the topic of at least 55 national and international posts, all of them speaking positively of it. What it yielded in spontaneous media was greater than the full amount spent on the project and Cadbury considered the initiative to be the company’s Best Marketing Initiative in South America.

Explain why the method of promotion was most relevant to the product or service
We promoted an experience that was both fun and very relevant, as it was related to the commercial we wanted to publicise and to the concept behind the entire communication campaign for the product. Following the client’s briefing, we created “kissing or near kissing situations.” In addition to becoming a hot topic among the opinion makers that participated in the activity, the initiative gained a lot of word-of-mouth exposure with the 100 videos posted on the client’s page on YouTube and on the promotion’s website.