Stimorol gum needed to distribute 40,000 packs of Orange Mint samples in a way that would leverage their brand, give them great exposure and create a memorable stunt. So to hand out the Orange Mint gum, we looked no further than orange-haired people. We created a group called ‘HeartGingers’, which we used to gather and recruit ginger-haired people for a ginger flash mob at the Synergy Music Festival. The event was a huge success, gaining great exposure for Stimorol on the web and radio. The gingers handed out all the gum. Roughly 6000 people were exposed to our Ginger army at Synergy. It generated R590 000 worth of PR on radio. And we showed everyone that gingers are people too.
Advertising Agency: Ogilvy, Cape Town, South Africa Creative Director: Chris Gotz Art Directors: Emma Butlin, Matthew Pullen Copywriters: Dean Paradise, Craig Ross Account Director: Awie Erasmus Account Executive: Alexis Leih Account Director (PR): Lee Nelson Strategic Planner: Jayne Holness Social Media Director: Chris Rawlinson Director Events and Activations: Derek Davis Project Manager: Catherine Brewis Client Group Head: Ian Jeffreyvia www.coloribus.com