Stick something on Bebo - a stock answer when brands want to communicate to youth in today's market. Especially as most briefs in this area demand work to be 'cool', 'fun', 'interactive' or contain 'UGC'. The thing is, most attempts at using social networking sites to get a youth audience on-side don't really deliver. Why? Because they try a bit too hard, and, as you'll remember from school, try-hards were never popular.
However, when a brief is well-executed and targeted, it becomes sticky. Handy, then, that this brief for gum does just that.
This campaign works because it talks to the audience on their level with a product that I suspect they are into. Fundamentally, this is a well-placed sponsorship of a new, but known, channel.
It is smart because it links into something that the demographic cares a lot about - a gap year. The excitement of this period in their life and the alignment of the brand instantly hits home (or, in this case, a beach in Australia). So, without trying to be cool or fun, it is.
The proposition of 'mess with your head' has been clearly brought through, although I'd liked to have seen the creative idea turned up to the same volume as the strategy.Minor grumble aside, this campaign has attracted more than 2000 friends - for me, that says it all.