Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: KRAFT FOODS SOUTH AFRICA
Product/Service: STIMOROL INFINITY
Agency: OGILVY CAPE TOWN
Executive Creative Director: Chris Gotz (Ogilvy Cape Town)
Associate Creative Director: Anthony Walton (Ogilvy Action)
Art Director: Emma Butlin (Ogilvy Cape Town)
Copywriter: Dean Paradise (Ogilvy Cape Town)
Account Director: Awie Erasmus (Ogilvy Cape Town)
Media placement: Activation - Durban - DLI hall - 3 December 2011
Media placement: Activation - Plettenberg Bay - VIP - 7 December 2011
Describe the objective of the promotion.
We were asked to promote Stimorol Infinity, the gum with the flavour that goes on and on, at Stimorol’s countrywide Matric RAGE parties. These parties are about weekend hook-ups and meaningless relationships, so how do you promote a long-lasting gum at an event where everything is so short-term?
Describe how the promotion developed from concept to implementation.
We created the Stimorol Infinity Neverlasting Love Chapel - because nothing lasts as long as Stimorol Infinity. Thousands of clubbers were hitched Las Vegas-style in their very own frivolous and tacky marriage ceremonies. Once married, they received a Neverlasting Love Marriage Certificate, a wedding photo, a spouse (if only for the night) and the shock, horror and congratulations that come with changing your Facebook relationship status to ‘Married’.
Explain why the method of promotion was most relevant to the product or service.
Stimorol Infinity is known in South Africa as the gum that goes on and on and on. So to communicate this we created a promotion that played on its long-lasting effect as a contrast to the frivolous and fleeting nature of the relationships formed at the event. A fit that was both perfect for our target market and the brand.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The 2011 Stimorol Infinity party became the most well attended in the history of Rage and Stimorol maintained their status as the #1 chewing gum brand in South Africa. Thousands experienced a night to remember – or forget - and uploaded photos, changed their profile pictures and commented on friends’ relationship statuses. And we proved that ‘Nothing lasts as long as Stimorol Infinity’. Not even love.