"EAT" EXTRA CAMPAIGN

Title"EAT" EXTRA CAMPAIGN
BrandMARS COMPANY HONG KONG LIMITED
Product / ServiceEXTRA
CategoryF01. Excellence in Media Insights & Strategy
EntrantMEDIACOM Hong Kong, HONG KONG SAR
Idea Creation MEDIACOM Hong Kong, HONG KONG SAR
Media Placement MEDIACOM Hong Kong, HONG KONG SAR
Production BBDO HONG KONG, HONG KONG SAR

Credits

Name Company Position
N/A N/A N/A N/A

Why is this work relevant for Media?

Extra decided to own “EAT” to recapture sales volume by forming a new habit. We put Extra in all dining situations, e.g. partnerships with local entertainer, publishers & food bloggers, to accentuate its benefit. EAT-relevant sampling during meal time were arranged. We even have hundreds of user-generated social content punning local slangs of “eat-something” with “eat Extra“. The campaign was further supported with educational segment and TVC on World Oral Health Day. We flipped the curve with a record high of 6% volume growth, 4% volume uplift after launch. The campaign brought +11% social followers, reached 3.2million unique consumers.

Background

Extra is the market leader of Chewing Gum category in Hong Kong. However, the brand is still suffering a drop market share of confectionary and consumption frequency since 2017 (-15% consuming Extra the most vs. 2015 – 2016*). According to consumer usage research, the most recalled purposes of chewing gums are not just to keep their mouth clean and fresh, but also for a refreshed mind or stress relief. Honest speaking, these reasons can be easily replaced by other snackable options as alternative, like candies and mint. Having to say, there are consumers considered disposal of gum afterwards a barrier. There is no strong reason for Hong Kong consumers to continue chew gums. To fightback, Extra launched a rebranding campaign during summer 2019, reinforcing the unique functional benefit of gums, aiming to recapture sales volume and increase the consumption frequency by identifying a stable consumption occasion. *Source: IMS (2015 -2017)

Describe the creative idea/insights (30% of vote)

Extra, unlike candies or mint, is a product with proven practical function that benefits oral care & dental health, recognized by the FDI World Dental Federation. This is an exclusive, irreplaceable advantage that cannot be claimed by other products. Sad but true that most of the consumers do not aware these benefits of chewing Extra. Our target consumers are general mass public, age between 15-54, which consists all walks of life. People are all-educated since childhood, this is mandatory to clean our mouth by brushing our teeth at least twice a day. This is a habit to us all. This is a daily routine we MUST do. Yet, most people easily omitted the importance of oral care after meal. Extra took the lead to rejuvenate chewing Extra as a necessity after meal – a convenient oral care solution. Extra motivated consumers to form this new habit by their own will.

Describe the strategy (20% of vote)

Through mass communications and hijack all dining scenarios at offline/online channels all along, Extra publicized a consistent and memorable message, delivered via local saying punchline, translate as “Chew Extra after eating”. An authentic, humorous and local twist is essential to activate this concept among mass audience from various backgrounds. Nothing would be more effective than injecting this message into people day-to-day informal conversation. Social media is the platform to leverage off for its penetration. We expanded campaign beyond any normal occasions of “eat”. In Cantonese and local culture of Hong Kong, there are many unique expressions in daily scenarios that playing around with the word “eat”. To really seize every opportunity to associate Extra with “eat”, we played around these local expressions, making fun on the double meaning of “eat-something”, created a trend for consumers to relate all eating occasions with the importance of taking Extra after every meal.

Describe the execution (20% of vote)

We put Extra in all dining situations, e.g. partnerships with popular local entertainer, renowned publishers, famous food bloggers, to accentuate and advocate benefit of Extra after dining. We further supported the campaign with an educational segment and TVC on WORLD ORAL HEALTH DAY for a stronger association. For a real-life experience on effect of Extra, we initiated co-operation projects with varies eatery outlets and food delivery, e.g. Nam Kee, Tap the Ale group, Deliveroo. Extra sachets were directly distributed to consumers at check-out after meal. Special OOH activation was set up at junction of food streets with free sampling during meal time. At social level, we asked influencers and followers to raise the bar on creativity on their content. Linking slangs / expressions of “eat-something” with “chew Extra”, they can be out-of-the-box and may not even related to dining! E.g., “eat porridge” actually means “win a game in mahjong”.

List the results (30% of vote)

A rebound on business performance was observed and proved the success of the campaign: o Volume growth of 6% shown compared to same period last year o 4% direct volume uplift in comparison before and after this campaign This tremendous achievement was led by equally successful campaign results: o Delivered over 29 million impressions, with more than 10m video views generated from different touchpoints. o This enabled us to reach 3.2million unique consumers, equivalent to 85% population of people 15-54 in Hong Kong. o Over 26,000 interactions, giving a 11% increase of followers on Extra social page and 100+ pieces of user-generated content posted about double meaning of “eat-something” o 150,000 free samples were distributed throughout a 2 months period

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