Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: KRAFT FOODS SOUTH AFRICA
Product/Service: STIMOROL MEGA MYSTERY
Agency: OGILVY CAPE TOWN
Executive Creative Director: Chris Gotz (Ogilvy Cape Town)
Creative Group Head/Art Director: Jamie Mietz (Ogilvy Cape Town)
Creative Group Head/Writer: Peri Van Papendorp (Ogilvy Cape Town)
Agency Producer: Anthea Beylis (Ogilvy Cape Town)
Account Director: Awie Erasmus (Ogilvy Cape Town)
Account Manager: Alexis Leih (Ogilvy Cape Town)
Model Builders: Tracey (Joynt Design)
Directors: Peri Van Papendorp, Jamie Mietz
Cinematographer: Warwick Mcleod
Production Company: (One Step Beyond)
Model Builder: Tracey Rollino
Media placement: Live Activation - Cape Town - 27 April 2012
Describe the objective of the promotion.
To sample and promote new Stimorol Mega Mystery to the public in a way that is memorable and in line with the tonality of the rest of the campaign. And to encourage the public to talk, tweet, photograph or write about the promo.
Describe how the promotion developed from concept to implementation.
Stimorol Mega Mystery launched in South Africa as a gum with a mystery flavour that no one can quite put their finger on. To make the product and its flavour feel even more mysterious we created a sampling promo that astonished the public: A levitating monk offering the mysterious gum to passers-by. A rig was built to create the impression of the monk levitating, and the public were invited to interact with him and sample the gum.
Explain why the method of promotion was most relevant to the product or service.
The key intrigue of Stimorol Mega Mystery is its mysterious flavour. The levitating monk strengthened the aura of mystery around the product and made a sampling experience into a memorable event worth sharing.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The public were astonished and couldn't work out how it had been done. The promo was mentioned on social networks, covered in community newspapers and the viral was shared online. The sampling promo will soon be rolled out in Johannesburg and Durban and there are future plans to take the levitating monk on a nation-wide tour.