The month-long tactical campaign, which launched in early August, consists of banner advertising on MSN Messenger buddy lists as well as the text link displayed to users when they are chatting with friends.
The ads link to a microsite, which features a Flash-based game that is based on a convenience store environment. As part of the game, users pick up different Airwaves products and stand a chance to win iPods and PlayStation portables.
"Convenience stores are a major channel for us to sell our products and we wanted to echo what's happening in our consumers' daily lives online," said Stanley Lam, Wrigley marketing manager.
Lam said the online initiative was created as Airwaves' 15 to 34 years target demographic were light TV users, but heavy internet users. "In order to reach our target audience, we felt we should go online," Lam added.
Pixel Media, MSN's advertising sales representative, created the site with a production house partner. The site allows the advertiser to tap viral elements offered through Messenger's buddy lists. "The Instant Messenger platform has a reach of more than 1.4 million unique users a month who spend on average one hour and 32 minutes each month, said Kevin Huang, Pixel's chief executive officer.
"The platform offers what we like to call 'instant viral' effects for advertisers. On average, each of the 1.4 million users in Hong Kong has over 40 friends on their MSN list. For advertisers, this is a very attractive platform to reach the users and their friends." Wrigley's has joined a growing group of consumer goods brands which have started to invest online in the last six months. Huang cited Pepsi as another advertiser shifting some of its marketing budget online.
Positioned on its functional benefit of offering vapour release, Airwaves has added another three flavours to its original menthol Eucalyptus, which launched the brand in Hong Kong in 1999. Airwaves has been a heavy advertiser on local TV, and is currently running a campaign from France, where a breathless bride gets relief from the gum and screams out her vows. In the first six months of this year, the brand spent HK$34 million (US$4.3 million) on TV.
The ads link to a microsite, which features a Flash-based game that is based on a convenience store environment. As part of the game, users pick up different Airwaves products and stand a chance to win iPods and PlayStation portables.
"Convenience stores are a major channel for us to sell our products and we wanted to echo what's happening in our consumers' daily lives online," said Stanley Lam, Wrigley marketing manager.
Lam said the online initiative was created as Airwaves' 15 to 34 years target demographic were light TV users, but heavy internet users. "In order to reach our target audience, we felt we should go online," Lam added.
Pixel Media, MSN's advertising sales representative, created the site with a production house partner. The site allows the advertiser to tap viral elements offered through Messenger's buddy lists. "The Instant Messenger platform has a reach of more than 1.4 million unique users a month who spend on average one hour and 32 minutes each month, said Kevin Huang, Pixel's chief executive officer.
"The platform offers what we like to call 'instant viral' effects for advertisers. On average, each of the 1.4 million users in Hong Kong has over 40 friends on their MSN list. For advertisers, this is a very attractive platform to reach the users and their friends." Wrigley's has joined a growing group of consumer goods brands which have started to invest online in the last six months. Huang cited Pepsi as another advertiser shifting some of its marketing budget online.
Positioned on its functional benefit of offering vapour release, Airwaves has added another three flavours to its original menthol Eucalyptus, which launched the brand in Hong Kong in 1999. Airwaves has been a heavy advertiser on local TV, and is currently running a campaign from France, where a breathless bride gets relief from the gum and screams out her vows. In the first six months of this year, the brand spent HK$34 million (US$4.3 million) on TV.
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