箭牌：停车卡也玩小清新

文/十九

又把停车卡咬在嘴里，脏不脏啊？！——不但不脏，简直还很香。

这是箭牌口香糖做的手脚，预先在停车卡纸上印上了极薄的一层薄荷糖，突然在停车卡上尝到清新滋味的驾驶员们，自然而然想去便利店里ask for more！

观察掌握消费者的行为习惯，就能于无期待处给惊喜。

The challenge was to distribute the fresh mint taste of wrigley’s extra polar fresh not only to the consumer, but also onto everyone's lips. To successfully achieve our goal, wrigley made use of an everyday observation: when you drive into a parking lot, you haven't got a free hand for your parking ticket, so you put it in your mouth. This gave wrigley the idea to create the world’s first flavoured parking ticket. Wrigley printed tickets with a very thin layer of mint and placed them in parking lots. when drivers put the ticket in their mouth, they experienced the fresh flavour of Wrigley's Extra Polar Fresh gum. Drivers had the taste for more, and there was an increased sale of Wrigley's Extra Polar Fresh in stores close to the parking lots. A test-run showed that this promotional idea was well received by consumers and fit for a nation-wide promotion.

Advertising Agency: BBDO, Germany
Chief Creative Officers: Christian Mommertz, Sebastian Hardieck, Wolfgang Schneider
Executive Creative Director: Carsten Bolk
Art Directors: Michael Plückhahn, Gustavo Vieira Dias
Copywriter: Isabel Campagna
Group Account Director: Sonja Struß
Account Executive: Silke Joosten
Head Of Tv: Steffen Gentis