The creative strategic solution was to balance mainstream & niche activities to deliver sales & brand credibility. Our ‘imaginary world’ channels were:CinemaFocusing on Transformers 2, Star Trek, Terminator: Salvation, Harry Potter.TVFocusing on Heroes, Lost, Stargate, Terminator: The Sarah Connor Chronicles.Digital1) MySpace Black Curtain & Black Beta partnerships, offering exclusive pre-release screenings of the latest fantasy movie & gaming titles to communities of entertainment fans. 2) In-game advertising, focusing on Spiderman, the Incredible Hulk & the MMORPG Anarchy3) Brand hub www.5gum.com.au: an aggregator of GenC news, promotions & content which offered fans the facility to download & remix this content themselves eg. overlay their graphics onto a 5 photoshoot.These channels worked together to maximise the campaign by ensuring the broadcast presence within crucial GenC fantasy franchises was strengthened by engaging activities which made 5 an active participant within GenC’s world.

The most successful launch of 5 in the world.After 8 weeks, 5 had 20% Australian market share; 26% NZ market share.Plus 5 grew these gum markets:1) Australian grocery stores by 9.5% (without 5 this market was projected to grow 0.4% in this period; it actually grew 9.5% + 0.4% = 9.9%) 2) Australian convenience stores by 12.1% (without 5 this market was projected to grow 6.0%; it actually grew 12.1% + 6.0% = 18.1%)3) Total NZ gum market by 5.3% (without 5 this market was projected to grow 2.6%; it actually grew 2.6% + 5.3% = 7.9%)