Chiclets execution linked and further built its global communication on the target’s biggest daily struggle behind indicating time. The announcement for bigger ticks was done with in rhythm so that it was not too long. Each clock announcement was followed by Chiclets selling line & humorous tips on how to make it on time, which the target loved. Announcements did not exceed 10 seconds in total. Announcement used Radio in an unconventional way.

31% sales improvement, 53% amplified unprompted awareness, 22% increased top of mind. Lapsed users diminished by 28%. We leveraged on the high frequency attaining 78% savings. The 3 month campaign was extended to 2005 and 2006. Building on the success, execution will be done in trains, metro stations and airports.