| Title | NO MATTER SOUR, SWEET, BITTER, OR SPICY, EXTRA IS ALWAYS THERE |
| Brand | WRIGLEY |
| Product / Service | WRIGLEY’S EXTRA CHEWING GUM |
| Category | A09. Best Use of Social Media Marketing |
| Entrant | WUNDERMAN Shanghai, CHINA |
| Entrant Company: | WUNDERMAN Shanghai, CHINA |
| Advertising Agency: | WUNDERMAN Shanghai, CHINA |
| 2nd Advertising Agency: | AGENDA SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Agendashanghai Wrigley Team | Wunderman/Agenda | |
| Guangzhou Wrigley Team | BBDO | |
| Marsteller Wrigley Team | Burson | |
| Wrigley Team | Starcom | |
| Wrigley Team | Tbwa/Integer |
•40% of the overall brand campaign recognition national wide from digital. (Data source: MillwardBrown) •Brand KPI and P1M usage increased 5%. (Data source: MillwardBrown) •1.8 Billion Media impression (Data source: YOUKU and SINA WEIBO.) •300K re-posts on social network sites •USD 320K worth free media value (Data source: agency collected) •10 fold improvement in KPI V.S. 2010 campaign •30% over KPI. (Data source: agency collected) •Extra beat other 215 marketers, and was ranked #1 on the recall of high profile digital campaigns in China in 2011! (Data source: R3|GC China agencyScope 2012 marketing tend analysis report 2012 1st edition
The campaign markets the brand story and commercials like market a movie to initiate discussions and grab attention on social media platforms. We offered 2 trailers of the commercial, 3 behind the scene videos, also pre-release the campaign key visual in the movie poster style to attract the consumers’ attention. The seamless connection between the biggest video site and WEIBO in China allows us to arouse the huge conversation even before the commercial launch; during the commercial launch, we invited target audiences on WEIBO to using the WEIBO function engage with the celebrities also join the live premiere on WEIBO platform. During campaign premiere, 4 video released on YOUKU and WEIBO live to kick off digital engagement campaign and we were using SNS, BBS platforms where the high engagement also happens to sustain the iWOM through interaction.
In 2011, Wrigley’s EXTRA Chewing gum aimed to build “after meal chewing habit”. The target audiences are 15-49 years old in China. In order to connect with our target audiences, the idea was to use “sweet, sour, bitter, and spicy” which is a Chinese idiom to describe all kinds of food flavours with the double entendre for all flavours of life. The campaign used the “movie” concept as communication device, which build strong association of “Sour, Sweet, Bitter, and Spicy Flavors with EXTRA”. The emotional side of the “movie” was highly relevant to targets’ daily life, and the functional side of the “movie” was driving the “after meal chewing habit”.