5 Film 5X MUTANT GUM by OMD Sydney

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Industry Chewing-Gum
Media Film
Market Australia
Agency OMD Sydney
Creative Director Ashley Ringrose
Released June 2012


Cannes Lions 2012
Media Lions Best Use of Branded Content & Sponsorship Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Product/Service: 5 GUM
Agency: OMD Sydney, AUSTRALIA
Product 5 GUM
Entrant OMD Sydney, AUSTRALIA
Type of Entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Advertiser/Client: THE WRIGLEY COMPANY
Product/Service: 5 GUM
Entrant Company: OMD Sydney, AUSTRALIA
DM/Advertising Agency: SOAP CREATIVE Sydney, AUSTRALIA
Media Agency: OMD Sydney, AUSTRALIA

Strategy Director: Alex Houghton (OMD)
Business Director: Ben Sjogren (OMD)
Digital Strategist: Laura Brodyk (OMD)
Creative Director: Ashley Ringrose (Soap Creative)
Managing Director: Ross Raeburn (Soap Creative)
Marketing Manager: Kym Bonollo (The Wrigley Company)
Brand Manager: Kate Skelton (The Wrigley Company)
Head Of Promotions: Kate Nicholls (20th Century Fox)
Design Creative Director: Kath Mclachlan (The Saltmine Design Group)
Design Senior Account Director: Amy Anderson (The Saltmine Design Group)


The engagement results illustrated the depth of the 5X experience:

o 41,000 mutants created
o 490,000 battles fought
o 4.3m page views
o 64,000 new Facebook fans
o Total fan engagement: 28,795 hours = 3.29 years
o The most powerful mutant battled 20,595 times: a total of 4.8 days gameplay
o One fan purchased 179 packs of 5 containing unique codes

This engagement led to exceptional sales:

o 5X drove 5 to its best-ever market share, anywhere in the world: 26.5%
o 5X was the #2 selling gum across Australia in June 2011, an exceptional result for a limited edition product

Creative Execution

This is the first time a media agency has created a new product to answer the client challenge. Our 5X packs, on sale in almost every grocery store across Australia/New Zealand, were our primary media channel.

An on-pack call-to-action drove explorers to create their mutant alter-ego and battle other mutants at 5XMutantGum.com. Battle results were displayed on a real-time online scoreboard.

Every 5X pack also contained a unique code, which unlocked exclusive powers at the website.
This drove repeat purchase, as players became thirsty for powers no other mutant had.

An integrated 5X campaign surrounded the release of X-Men First Class:
o Cinema, TV, digital broadcasting, high-impact digital formats raised awareness of 5X
o Branded TV content, digital editorial integration told the deeper 5X story
o Facebook.com/5GumANZ was our social hub: fan-base engagement included prizes for the most liked mutants, ‘Hot Or Not?’ mutant polls, exclusive X-Men First Class content

5 Gum’s market share had plateaued at 20%. Wrigley’s business objective was to increase share to 25%.

The marketing/communications objective was to create a more immersive and involving brand.

Our strategy was to make 5 an experience which truly ‘stimulated the senses’ (the brand proposition), not just an advertiser.

5 inhabits a dark fantasy world. This is to make the brand appealing to ‘explorers’:
the imaginative and adventurous who crave discovery and new experiences.

Our research into the psychology of explorers revealed our insight:
every explorer has an alter-ego: their imaginary self who can go anywhere and do anything.

Our idea was to create a new 5 flavour, 5X Mutant Gum, which stimulated explorers’ extraordinary seventh sense: their mutant sense. We collided the dark fantasy worlds of 5 and X-Men First Class to create the world of 5X, where explorers could unleash their mutant alter-ego.