Auditing at the Bureau of Fun with Trident!
Whoever said auditing and taxation were exclusive have clearly not met the Bureau of Fun! Trident Gum's latest interactive digital campaign connects Facebook to analyse how much fun we're having using their Fun Audit tool. It is personal, creative and hilariously flavorful!
Emphasis on the Trident Gum product is quite subtle. The guy just swiftly takes out his pack at the beginning of the Bureau tour. He bites into a telephone call to show his "serious" dedication to fun business and then slaps on another piece of gum before swivelling down into the auditing vault. Throughout the video, you notice all kinds of crazy spontaneity bursting under office lighting. Anyone amused by the lady going out for tacos with a rocket belt?
The "auditing" really only happens when viewers access it through their website. And this is truly the highlight of the campaign. After granting access to our Facebook accounts, the Bureau gives us a private consultation on fun statistics. Be impressed at how they can even distinguish and make special reference to prom photos! In addition, the "Auditor" starts having Facebook chat with one of your friends and insists you to attend one of your pending events. How social!
And of course, Trident brings out the Gum as the equation of fun. Or more fun. They focus of selling us the attractive idea and feeling of the product, as opposed to the product itself. In this case, the concept of fun is positively applicable to everyone. The element of Facebook makes the campaign increasingly up-to-date with modern trends, but also a smart way to take advantage of social media platforms to help spread fun factor.
I like to believe that I'm having more than 68% of fun!!
Fun Audit
Company: Trident Gum Credits: Saatchi & Saatchi, New York Country: USA Date: April 2012 Category: Digital Campaign
Ultimat Vodka: the Social Life Audit
Compare Trident's Facebook App with Polish vodka brand's Ultimat made last year:
On the face of it, Ultimat's The Social Life Audit app seems to be more detailed in being able to identify the "duckface". However, as in line with their alcoholic product, the app is only accessible to Facebook accounts of users within legal drinking age. Although both digital ads are selling the point of "fun", their target audiences are evidently quite different. Hence their examples of what constitutes as fun differ too.
Although insightful the "results" of Ultimat's social app may be, they may not necessarily be something you would want to share with your friends. It does not have a feel good vibe to it. Ultimat's is more sophisticated and goes with the cool ambience of drinking, making it more difficult to laugh off whatever audit it comes out with. However with Trident's Fun Audit, everyone of all ages can participate in its humor.
The Social Life Audit
Company: Ultimat Vodka Credits: Stink Digital Date: 2011 Category: Digital Campaign