2008 Best One-Off Media Innovation Winner

TITLE Juicy Fruit World’s Biggest Online Beach Party
AGENCY OMD
CLIENT Wrigley Company

OBJECTIVES
After years of little support Juicy Fruit had become a forgotten brand among teens. Although it enjoyed high overall awareness, its spontaneous awareness was low. Simply reminding people of Juicy Fruit wouldn’t be enough. OMD needed to reconnect with teens again, with a budget of only $250,000.

CAMPAIGN
The media strategy was derived from three key insights: the social network phenomenon; the importance of community, self-expression and personalisation with the “my media” generation; and the universal “like” of all teens –the beach. From this, the World’s Biggest Online Beach Party was born. Wrigley opened its very own property, the Juicy Fruit Beach Café, within Habbo Hotel and after a three-month
program hosted the World’s Biggest Online Beach Party.

RESULTS
During the campaign period sales of Juicy Fruit increased by 85% and Juicy Fruit regular usage within its target increased from 7% to 11%. Furthermore, 7878 teens attended the World’s Biggest Online Beach Party.

Judges’ comments

A unique online experience through ‘shared territory’ among teens to deliver an event borne from clear insights, resulting in excellent sales, engagement and repeat purchase. The client is to be commended for aligning the vast majority of its marketing funds into this one unique online beach event.