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Airwaves
Successfully Unlocked the Driving Occasion Created a Sales Legend by Making Airwaves the Must-have Item When Driving

RAN IN: China

CLIENT
WRIGLEY Taiwan Limited

AGENCY
DDB China Group *Lead Agency


Inspire Activation


SMS TRADE Taipei


SUMMARY

As Taiwan’s gum category and sales from last CNY are stagnant, Airwaves needs to innovate its CNY communication to rejuvenate the CNY sales. As cars need fuel to keep them going, drivers also need emotional fuel to keep them focus. With its instant kick of intense refreshment, Airwaves refreshes the sleepy drivers and keeps them focus by fueling up their emotional focus. Firstly, we created a film featured Taiwan celebrity Xiu Jiekai to launch the campaign. Then, we partnered with the gas station giant in Taiwan to create the first-ever “emotional fuel station” for Airwaves brand and Taiwan drivers. Lastly, we developed sampling activities to target all Taiwan drivers through all touch points of driving services. As a result, we successfully helped the brand to turn around the decline and increased by 8.8% during CNY, which drove the category growth and enhanced the category leadership.

CASE VIDEO


Language: Mandarin