Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: WRIGLEY CANADA
Product/Service: WRIGLEY 5 GUM
Agency: MEDIACOM
Agency: MUCHMUSIC
Agency: WRIGLEY CANADA
Director Of Content: Anthony Hello (Mediacom Canada)
Associate Account Director: Jessica Chambers (Mediacom Canada)
Account Director: Jack Wu (Mediacom Canada)
Director Of Consumer Marketing: Dan Alvo (Wrigley Canada)
Brand Manager: Vanessa Tong (Wrigley Canada)
Account Director: Dave Caporicci (Muchmusic Canada)
Vice President/General Manager: Neil Staite (Muchmusic Canada)
Account Manager: Chad Beamish (Muchmusic Canada)
Account Coordinator: Brooke Nolan (Muchmusic Canada)
Broadcast Creative Director: Randall Graham (Muchmusic Canada)
Broadcast Senior Producer: Amit Dabrai (Muchmusic Canada)
Digital Director: Mark Swierszcz (Muchmusic Canada)
Digital Senior Manager: Kyle Joe (Muchmusic Canada)
Executive Broadcast Producer: Kristine Luciw (Muchmusic Canada)
Supervising Broadcast Producer: Steve Jarman (Muchmusic Canada)
Media placement: TV Campaign - TV Channels - December 2011
Media placement: Online - Online - December 2011
Campaign Description
Canada is a relatively unique market when it comes to branded content. Most branded content initiatives created in Canada for the Canadian market involve advertisers sharing voice with content producers. Canada is not a market that has seen a deluge of 100% advertiser-funded branded entertainment. Independent content producers in Canada rely heavily on tax credits from the federal and provincial governments to fund productions. Because advertising and promotional works are ineligible for these tax credits, producers risk losing their credits if the Canadian Audio-Visual Certification Office (CAVCO) deems a piece of content to feature promotional (ie. advertiser-funded) messaging too prominently. With this unique context in mind, subtlety is key.
Effectiveness
At the end of 2011, Wrigley’s 5 Gum was ready to make waves with the launch of its new flavour, React 2. To make sure the launch made an impact, 5 Gum wanted to secure an exclusive partnership with a show that was aligned with its brand message and could act as the catalyst to launch React 2 through a unique experience. We thought an iconic MuchMusic TV property called Electric Circus could be the perfect venue with which to achieve this. Even though it had been off the air for a number of years at this point, it was still a property for which our target demographic had a strong affinity. For years, the popular dance party show transformed living rooms into nightclubs for at-home viewers. We worked with MuchMusic to help 5 Gum bring Electric Circus back for one night only: New Year’s Eve. To create the biggest impact, our strategy was to leverage the excitement of New Year’s Eve through a one night only, nationally broadcast event exclusively sponsored by 5 Gum.
Implementation
Leading up to the event, we built awareness through a contest that ran across multiple platforms, including TV and online. During the broadcast, we integrated 5 Gum brand messaging through several media-first executions. For instance, we ran giveaways of $5,000 for both the studio audience and viewers at home. We incorporated branded ‘keys’ that appeared on an enhanced screen throughout the broadcast. We secured exclusive dominance of the commercial breaks, with only 5 Gum commercials airing. We also ran live billboards featuring on air personalities announcing the launch of React 2, unifying the brand sponsorship and product integration.
Outcome
The campaign was an undeniable success. The launch of React 2 was top of mind among our target demo, with an unprecedented share of voice of over 34% on broadcast and 50% on digital. Contest entries significantly surpassed expectations, with 76% more entrants than initially anticipated. The one-time only revival of Electric Circus attracted over a quarter of a million viewers, making it the number one show among all non-sports programming on New Year's Eve in Canada. With Electric Circus trending number one on Twitter, 5 Gum was able to launch React 2 by transforming home parties into nightclubs across Canada.