Insight
Daily life can feel monotonous and boring, especially to a young student who’s used to being entertained 24/7. They’re looking for a distraction, a way to break up the blah. The trick to finding moments of joy and fun is more about a shift in the state of mind – a little attitude adjustment can go a long way! Trident needed to show the millennial target that a good vibe was easily found and definitely shareable, no matter if they are with friends or strangers, and no matter the situation.
A big part of the most ‘blah’ times of the day for millennials is when they’re commuting. It’s easy to get bored waiting for the bus or getting stuck in a traffic jam. But what if it could disrupt these ordinary moments and add a little fun? Trident is a brand that exudes youthful, spontaneous fun. It knew that enjoying gum could bring small moments of fun to an otherwise ordinary day.
Strategy
Trident wanted to build a bond with millennials by helping them to “extend their good attitude” and change peoples’ mood during daily boring moments. Starcom wanted to create a real, tangible space to interact with the target as much as it could, by giving them a place to share a good vibe while they were experiencing an everyday boring moment.
Execution
The ‘Extend Your Good Attitude’ campaign began at relevant touch points for the target, with the highest tension points for ‘boring blah’. The agency focused on locations where stress and impatience lowers the fun and amps up the irritation and boredom.
The campaign began with OOH bus stop shelters (selected high traffic locations near universities) to give ‘good vibes’ while millennials were waiting for the bus. Cameras were installed at the shelters, allowing customers to take pictures with funny faces, then manipulated to generate different background landscapes and overlapping the photos with funny videos. The photos showed the target in a parallel universe from the quiet bus stop; they were hopping with dancing balls. These images and videos could be found on Trident’s Facebook fan page and were shareable with friends.
Bus shelters were not only component of the campaign. Starcom also launched a web series that lived on YouTube, local TV and MTV and radio.
Trident was helping millennials spread their newly improved good vibes everywhere.
Results
The week long campaign achieved impressive results, with high millennial interaction: The good vibes spread to 4.6k interactions in bus stop shelters of the three main cities in the country and 244,520 views on social media. Trident helped turn an ordinary, boring experience into a moment of fun positivity.