THE CHALLENGE
Reignite interest and sales for Extra Gum by connecting with a younger audience that values experiences and authenticity, amid declining brand clarity and awareness.
THE OBJECTIVE
Drive increased purchase consideration and brand recall among Gen-Z (18–24), office workers, university students, and commuters in high-traffic urban environments.
THE SOLUTION
The campaign activated digital small-format rail screens in high-footfall areas near offices, universities, and entertainment precincts. Creative messaging was tailored by time of day and mindset, featuring lines such as “Start your day on the right track” in the morning and “Chew the night away” in the evening. Omni-channel extensions across BVOD, radio, and social further amplified the campaign’s reach and relevance.
