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Eclipse Mints wanted to freshen up how they activated in NZ to attract trendy young people to think they’re cool. No pun intended.
Strategy | Campaigns | Activations | Experiences | Digital | Social |
With media booked from Australia, activations in NZ were not always creatively aligned and it was causing concern. We were initially asked to develop an activation strategy that would sample 30,000 mints to drive consumers in-store. We took the opportunity to iron out some trans-Tasman kinks in the chain.
We partnered up with The Edge FM and went about to set up 20 strangers to go on a mint date paid for by Eclipse Mints. Punters submitted their secret crush via The Edge website and then Joe Cotton set them up on air. The awkwardness was classic radio and we edited the set ups into 30 second spots to promote the campaign. These On Air Confessions were also loaded to eclipsegetfresh.co.nz.
Street teams roved the streets giving out tins of mints, while a film crew followed in behind recording “street” confessions about who members of the public would love to take on a mint date. These confessions were loaded every few hours to eclipsegetfresh.co.nz, where people could vote for the best ones and load their own “online” confessions. The street confessions became the TVC campaign, giving a very fresh - non commercial campaign feel.
We worked closely with Wrigley New Zealand's retail sales team, to ensure sales opportunities could be maximised. Creative point of sale anda text to win promotion saw Eclipse mints sales go up by 50% in the quarter during the promotion.
Creative Strategy - Johnson McKay
Design - Shane Hansen
Digital Design & Development - 1976
Campaign Management - Brodie Croucher