Stimorol: THE WORLD'S FIRST ALIEN ABDUCTION FLAVOURED GUM

Credits & Description:

Advertiser: KRAFT FOODS
Agency: OGILVY & MATHER CAPE TOWN
Category: Fast Moving Consumer Goods
Advertising campaign: THE WORLD'S FIRST ALIEN ABDUCTION FLAVOURED GUM
Director: Dave Meinert (Macduff)
Designer: Fred Cilliers (Ogilvy Cape Town)
Art Director: Justin Enderstein (Ogilvy Cape Town)
Copywriter: Cuanan Cronwright (Ogilvy Cape Town)
Producer: Linda Bogle (Your Girlfriend)
Creative Director: Nicholas Wittenberg (Ogilvy Cape Town)
Developer: Siyabonga Makwelo (Ogilvy Cape Town)
Creative Director: Peri Van Papendorp (Ogilvy Cape Town)
Creative Director: Tommy Le Roux (Ogilvy Cape Town)
Developer: Will Roos (Ogilvy Cape Town)
Designer: Alex Van Niekerk (Ogilvy Cape Town)
Agency Producer: Anthea Beylis (Ogilvy Cape Town)
Executive Creative Director: Chris Gotz (Ogilvy Cape Town)
Creative Director: Jamie Mietz (Ogilvy Cape Town)
Developer: Umar Jakoet (Ogilvy Cape Town)
Production Company: (Silver Bullet)
Project Manager: Adrian Varkel (Ogilvy Cape Town)
Digital Design And Content: Andrew Pullen (Ogilvy Cape Town)
Director: Trevor Clarence (Your Girlfriend)

Implementation
We created a 'decide the flavour' promotion with a difference. This time, people wouldn’t choose between boring things – like apple. Instead, we gave them 300 totally new to choose from. Does Mega Mystery taste like Sexy Gnome? Like Exchange Student? Or does it taste like Breast Milk? The flavour with the most online votes would be printed on the pack and officially become the flavour of Mega Mystery Gum. People voted for their favourite bizarre flavour from a custom Facebook Tab, a mobi-site, a Mxit portal and web-banners. A through-the-line campaign was launched to promote these voting platforms.

Outcome
Approximately 400 000 people engaged with the campaign online. The campaign received over 294 000 votes in 7 weeks. There were 11 723 flavour suggestions. The campaign generated R3.4 million in free PR. Mega Mystery exceeded client sales forecasts by 233%. And once the public had decided, we created the world's first Alien Abduction Flavoured Gum.

Execution
Stimorol Mega Mystery targeted 15 - 25 year-old consumers. By creating a 'decide the flavour' promotion like never before - with a range of weird, internet-friendly flavours - we appealed to this younger, internet-savvy audience.Moreover, by building voting platforms on popular South African teen social media sites, like MXIT, we were able to reach this audience directly. And finally, because we asked the audience to taste Mega Mystery and decide on a bizarre flavour for the gum, we encouraged product trial and ultimately, helped to increase sales.

Client Brief Or Objective
In May 2012, a gum with a mystery flavour was launched - Stimorol Mega Mystery. We were briefed to create a launch campaign for the gum, targeting Stimorol's 15 - 25 year-old market.