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Chewing Gum Action Group 2013 creative

Chewing Gum Action Group 2013 creative. Background. Advertising needs to articulate: Dropping gum is littering Fine in place for littering Encouragement to the public to bin their gum Great track record Similar campaign in Ireland

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Chewing Gum Action Group 2013 creative

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  1. Chewing Gum Action Group 2013 creative

  2. Background • Advertising needs to articulate: • Dropping gum is littering • Fine in place for littering • Encouragement to the public to bin their gum • Great track record • Similar campaign in Ireland • Agency appointment following competitive tendering process • Four key messages from focus groups • Don’t think the worst of me • Engage me • Make it humorous • Show me the bin

  3. Proven track record – 2012 results in Ireland • Generated the largest number ever of respondents who said “used to but stopped dropping/spitting gum” in the past six months. • 75% recall of the advertising - well ahead of 45% average recall of a multi-format campaign in Ireland in 2012. • Gum is almost universally viewed as litter with almost all (92%) now claiming gum is litter. • Performed way ahead of previous campaigns in: • Appealing to the target audience • Not talking down at the target audience • Adverts not being boring • ‘The GLT campaign is viewed by the advertising industry as one of the strongest performing campaigns of the year”. • PML data: 81% average recall; third most recalled campaign in 2012 in Ireland (McDonald’s was first and Skyfall was second).

  4. Proven track record continuing in 2013 • Total campaign recall: 82% (behind O2 and Coke) • O2 outdoor campaign was the largest outdoor campaign across ALL advertisers for a number of years. • Coke is a very well established brand and so always holds a very high recall figure • Call to action: 51% highest in 2013 to date and potentially 2012 also • “Aimed at me”: 40% highest in 2013 • 69% of 15-19 yr olds believe it was aimed at them

  5. The posters

  6. Building on 012 learnings • Physically SEEING the action supported by the words resonates very strongly – keep the bin and physically show the action • Message is clear and does not preach – retain simplicity, few words. • Visually appealing - slight humour, strong graphic • Unprompted 6.4% of respondents mentioned advertising the fine or enforcing the fine as a proposed deterrent. • Gum and gum disposal to be the hero

  7. Advertising in situ

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