Stimorol’s Alien Abduction
Stimorol launched their limited edition chewing gum called ‘Alien Abduction’ and to accompany the launch phase a digital alien invaders-styled game was designed to engage with consumers and raise awareness about ‘Alien Abduction’.
Partnering with Ster-Kinekor was an appropriate choice for the activation for numerous reasons says ???, “There was an obvious thematic link with the upcoming alien-themed movie ‘The Host’, we knew our target market were found at the cinemas and in malls and also because it allowed us to activate nationally in Johannesburg, Cape Town and Durban.
Cinema as a platform was an appropriate choice for our campaign due to the national locations, aligned target audiences and the scale. It allowed us to bring the limited edition product to life via the activation element, to sample the product and to flight the ATL creative on screen, all in the same environment thus giving the brand more touch points.
We also concurrently ran a washroom advertising campaign with TLC Media so our posters were also up in the appropriate washrooms.” The 6 week campaign produced R1,803,549.51 in PR Value and achieved an ROI of 18:1. It reached targeted consumers in three cities as well as on social media and successfully achieved the campaign objectives.