Trident Fresh

Best Use of Mobile

What’s this?

Trident’s TV commercial featured a girl falls who in love at first sight on the subway, and with the help of the freshness of Trident Fresh, blows on the glass to write her phone number. Any viewers who called the number shown in the TV commercial had an interesting surprise. They could "talk" with the girl and flirt with her. When the girl from the TV commercial answered the phone, she asked the caller to leave their flirt message to be displayed on the site www.leveavidamaistrident.com.br.

In addition, Cadbury launched an iPhone app in which the user can "freeze" the screen of his iPhone by blowing on the microphone and the screen filled with a "cold effect", upon which the user could make patterns with their finger on the screen. Thereafter, the user can use their imagination to create their own design.

Even without a call to action encouraging the public to call the number displayed on the TV commercial, there were 65 thousand calls in 16 days, averaging nearly 4,000 calls per day.

Wall Street Journal
Brand:
Trident
Brand owner:
Cadbury
Category:
Best Use of Mobile
Region:
Brazil
Date:
August 09 - Present
Media Channel:
Online, TV, PR, experiential
What’s this?

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