“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

“Congratulations to the team for achieving such a great involvement from consumers - and with a limited investment!  It clearly shows that young consumers, when approached with the right message, immediately become brand ambassadors."

Sandro Benedettini - Marketing Director, Nintendo Italy


Wrigley's / Extra

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Last-minute winner




We re-energised a chewing gum sponsorship by linking the brand with the drama of added time in the top flight football


The challenge

A three-year sponsorship of the English Premier League was underperforming for Wrigley's Extra chewing gum. Our brief was to drive sales by creating a relevant and ownable space within football that would build brand engagement amongst fans.

Our insight

In football, amazing things happen in added time – the few minutes added on by the referee at the end of the game. Proportionally, more goals are scored per minute during this period, and these crucial goals often determine matches and, ultimately, league positions. It's also when TV audiences peak. We saw the opportunity to link this drama with chewing Wrigley's Extra.

Our solution

We created Extra 90+, a campaign to encourage fans to associate the passions and emotions of added time with Wrigley's Extra. It was the first time a brand has taken ‘ownership’ of a specific time period in British sport. We worked with 11 Premier League clubs and the leading national sports radio station to dominate the stadia during added time via digital perimeter boards, big screens and live branded mentions within the match commentary. Teddy Sheringham, famous for scoring during added time to win the UEFA Champions League, was our spokesman and Wrigley's donated £1,000 to Football Aid for every goal scored in added time. The sunonline.co.uk hosted a microsite to engage fans through competitions, trivia and content, helping them re-live their memorable added time moments.

The results

  • 2.7 million extra packs sold
  • Spontaneous sponsorship awareness of Wrigley's Extra overtook Lucozade Sport, the longest-running Premier League sponsor

 

 
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