“Media strategy was perfectly aligned with our marketing strategy and conveyed the concept of ‘cast-yourself’ that we wanted to deliver.”

Maurizio de Palma - Marketing Director, Sony Ericsson, Italy

"This new, interactive website allows those at home to join in the experience, sharing the enthusiasm for these colorful Singapore Airlines' destinations. It'll be hard not to catch the travel bug after visiting the site!"

Singapore Airlines, Singapore

"Thanks to the programme delivered by MEC Access, we're in a very strong position to optimize our future Wimbledon campaigns, ensuring our budgets go as far as possible."

Danone Waters, UK


Wrigley’s / Doublemint



A demonstration of

  • > Active Engagement
  • > Earned
  • > Entertainment / Content
  • > Integration
  • > Multimedia
  • > Owned
  • > Paid
  • > Consumer Insight

Fresh thinking




We produced a TV reality show to create cultural resonance - and drive sales of Wrigley’s gum.


The challenge

Although Wrigley's Doublemint is the leading breath freshening product in China, the brand wanted to strengthen its position in areas where consumption is relatively low. Our challenge was to enhance consumer understanding of the role breath-freshening can play in work and social situations.

Our insight

In China, the maintenance of personal dignity - or ‘face' - is very important. So it's essential to avoid embarrassing incidents in social or work situations, as this leads to loss of face. We recognized that fresh breath is a key factor when people are trying to make a favorable impression to maintain or improve their status

Our solution

We created a weekly reality TV makeover show entitled Doublemint 17885, which phonetically means ‘Doublemint together, helping me'. The series featured a panel of celebrity experts dispensing advice to participants on how to overcome personal anxieties in work and social situations. We optimized brand exposure by integrating product placement and consumption of Doublemint into the shows.

To support the show, we organized an integrated multimedia campaign that included in-store promotions in 77 cities, roadshows in 36 cities, a poster campaign and a dedicated microsite for people to upload their own self-improvement stories. There was also an online competition to find the best self-improvement story.

Our PR focused on explaining that the show's message echoed the government's drive to create a harmonious society through self-improvement. This resonated with the Chinese media, resulting in widespread coverage

The results

  • 35% sales increase
  • Total TV audience of 40 million people
  • 2 million unique online users
  • 500,000 people attended promotional events

 

 

 
Rate this case study