Campanie
JM
The brief was to "create an innovative yet simple digital campaign using social media in order to reach a new demographic in a way that is meaningful, especially to urban millennials who have yet to discover the benefits of Orbit."
A 2018 Yale study points out that 87% of millennials are using between two to three tech devices at least once a day, which has led to an alarming increase in sedentary behavior. And millennial addiction to social media platforms is exacerbating the problem. Orbit challenged Instagram users to take a simple step in fighting sedentary behavior, : walk more!
A 2018 Yale study points out that 87% of millennials are using between two to three tech devices at least once a day, which has led to an alarming increase in sedentary behavior. And millennial addiction to social media platforms is exacerbating the problem. Orbit challenged Instagram users to take a simple step in fighting sedentary behavior, : walk more!
General Information:
Strategy:
| Strategy: |
Orbit has always made a simple promise - to deliver “a better smile”. Whether through fewer dental cavities, brighter teeth, fresher breath, or simply the confidence resulting from any of the above, chewing gum in order to improve yourself is a simple proposition. We demonstrated to a new audience, urban millennials, that small self improvements are within reach for them, and that it can be cool too. We did this in a language and through a mechanism that they are uniquely attuned to. |
Execution:
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