The Orbit Professional Sugarfree chewing gum campaign gave consumers a taste of what the entire Orbit experience has to offer. By appealing to all the senses, Billads allowed the consumer to sample Orbit Professional chewing gum, as well as be educated as to its benefits.
Each Billads folder was presented to the consumer with an Orbit Professional chewing gum sample containing two pieces of chewing gums. The folder itself provided information about the product and its oral care benefits. A consumer-interaction element was then added via an SMS competition to win a Health Spa experience valued at R4000.The brand was reinforced by placing the advert and the samples directly into the hands of the consumer.
Research was conducted on the effectiveness of the Billads/Orbit campaign. Onsite interviews were conducted, with telephonic evaluations being carried out two weeks later.
66% of the respondents contacted two weeks after the promotion had subsequently purchased Orbit chewing gum
73% said that their perception of Orbit chewing gum had been positively changed.
“Billads delivered the Orbit Professional chewing gum brand and samples directly into the hands of its target market in a way that the consumer could fully experience the product: from visual stimulation to tasting the gum. With weekly sample distributions and tight controls, pilfering is kept to a minimum and samples are handed into specific hands as sites are cherry-picked by the brand,” says Nine Mile Media MD Craig Segal.
Designed and developed by Nine Mile Media, Billads have been built for convenience, with a fresh take on the traditional bill folder. The Billads product comes complete with pen as well as a tip and credit card recess, while the inside of the folder is made available as advertising space. Billads is able to deliver the brand directly into the hands of over 5.5-million consumers on a monthly basis through a network of over 600 upmarket restaurants, coffee shops and hotels nationwide.
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