The campaign saw a partnership between the Smile Foundation and Orbit Professional chewing gum calling on consumers to 'Like' Orbit SA's Facebook page. In return, Orbit donated R25 to the Smile Foundation for every new click received.
Designed by DDB South Africa, the creative ensured that consumers' actions changed the lives of children in need.
"By driving consumers to our Facebook page, they could make a difference to the lives of 14 children and interact directly with the brand," confirms Ashleigh Tomlin, Orbit Brand Manager, Wrigley South Africa.
Orbit continued with its sampling campaign inside the Billads bill folders, encouraging consumers to taste the product alongside the visual creative. Other campaign elements included Billad's Table Talkers - which consumers saw immediately when reaching their table - and in-store promotions run by Orbit.
"Billads enables Orbit to get its message across to consumers that Orbit chewing gum should be the gum of choice after every drink and meal. The medium is in perfect synergy with our global campaign, 'Eat.Drink.Chew.', which we are rolling out in South Africa," adds Tomlin.
Research on the campaign, conducted by Interact RDT, saw 130 consumers being asked about the campaign after they had finished their meal at various light-meal environments and coffee shops including Café Nescafé, Café Dulcé, Founder's Grill, Fournos Bakery, Manhattan Grill, Nino's, Piatto and Vini's. Researchers also questioned 48 of these consumers via a telephonic interview two weeks later.
The results speak for themselves, with 61% of respondents noticing the advert inside the bill folder, and 56% recalling that Orbit was the brand being promoted.
"Of the 130 consumers questioned, 66% could even recall advert specific messages," says Craig Segal, the Managing Director of Nine Mile Media.
Of those questioned, 84% received an Orbit sample inside the bill folder, of which 98% tried it at the table or left the restaurant with it, and 20% spoke about it at the table.
"The point of any advertising campaign is to generate awareness and increase sales. With Orbit's campaign, 78% of consumers said that they would consider buying the brand as a result of the campaign. Two weeks after the campaign 66% had already purchased it," says Segal.
The viral effect that was created saw 73% of respondents telling their friends and family about the promotion and 60% actually giving an Orbit sample to them to try.
"The campaign also increased awareness of the brand, with 90% saying that the promotion definitely increased their awareness of Orbit chewing gum," adds Segal.
Of the four different Billads campaigns run for Orbit since 2008, the advertising recall rates have been very high with 58% (August 2008), 70% (July 2010) and 61% (September 2011).
Now, that's something to sink your teeth into!
BILLADS DNA Conceptualised by Nine Mile Media, Billads are designed for convenience, complete with pen, tip and credit card recess, while the inside of the bill folder is used as advertising space. Billads is able to deliver a brand as well as samples of a brand directly into the hands of over 6 million upmarket consumers every month through a network of 650 restaurants, coffee shops and hotels nationwide. Campaigns can be amplified by means of social and digital media, and table talkers, window and mirror decals, promotions and competitions on-site. Site exclusivity for a brand is standard. To activate your brand with Billads today, call Nine Mile Media on 0861 64 63 64 or email .