#KasiChance

The Wrigley's #KasiChance campaign was a Malaysian focused campaign with the objective of bringing the Doublemint brand and product back to top-of-mind for gum purchasers.

During the initial brief process, the client specifically outlined that their main objective was to grow the category by recruiting new users aged between 19-30 through mental availability; using the underlying brand belief that 'every encounter is full of possibility'.

The campaign had to be digital (mobile first) whilst creating a seamless integration between the online and offline portion of the campaign. In addition to this, it had include an element of exclusivity to one or two of their retailers (i.e. a 7-eleven, Speedmart, Shell etc.)

Finally, the client requested that we look at also incorporating an on-ground element to the campaign - either through an event or mass OOH implementation which would support the digital assets.

Campaign summary

Based on the initial brief, the team envisioned the campaign in 4 phases:

1) Producing a master video to be housed on social platforms and in-store (at 7-eleven) with supplementary cinemagraphs purely on digital to help launch the campaign

2) Creating tangible premiums that could be distributed in-store

3) Creating further out of home brand awareness through a train wrap

4) Closing the campaign with a series of events that brought together their key age demographic

Focusing on the idea of 'possibility', #KasiChance was developed with the insight that most people have the ability to do something special - they just need a chance to prove it. Integrating the product into this idea, we ran with the idea that with every piece of DoubleMint gum, a chance, and therefore, a possibility - is created.

We encouraged people to #KasiChance to others by offering them a piece of gum, not just in terms of friendship and relationships, but also offering someone the chance to work with them, the chance to shine or even just the chance to be themselves. With this locally relevant expression, we created a link between giving someone a gum to giving someone a chance to act.

The master video above kick-started the campaign. This social experiment tells the tale of a guy looking for a 'chance' to take a stranger out on a date, based on the premise that you never know what will happen if you #KasiChance to an opportunity.

We supplemented the master video with shorter, animated cinemagraphs of #KasiChance opportunities designed specifically for Facebook. This first one focused on the youth giving time to their elders and hearing their stories, the second tells the story of an employer #KasiChance-ing someone who might not look like the best candidate for a job and the final one, following a similar theme to the master video, looked at #KasiChance to someone who has been asking their crush on a date for a while.

In addition to the cinemagraphs, we also developed static ads that were supported by media buys.

As another nod to the localisation of this campaign, we developed car stickers that encouraged drivers to be kind to others whilst on the road. These were distributed at retailers that sold Doublemint.

Working with the LRT in Malaysia, phase 3 of the campaign saw us wrap a number of trains on the main central line, ensuring that brand visibility out-of-home was also achieved.

This creative was the exterior part of the train...

...whilst this was the visuals inside the trains.

To finish off the campaign, we helped facilitate a partnership between Wrigley's and Universal Music Malaysia to host a series of open-mic nights that would #KasiChance an opportunity to local musicians - giving them a platform to show off their talents and 'do something great'.

Press releases for the event can be found by clicking on event collaterals above.

You may also like