Orbit, the sugar free chewing gum brand owned by MARS, is a strong believer in education and support of oral healthcare, it forms part of the brand’s DNA. As part of this commitment, the brand created the SMILE PROJECT: an initiative to help provide oral healthcare to those who most needed it, the children helped by the charity Aldeas Infantiles SOS.
Orbit wanted to organize a high impact launch campaign that would raise awareness of the initiative.
We knew that in order to reach the maximum number of people and to connect with their charity giving nature, we would need to explain the initiative in a different and surprising way. We had to connect with people through an action that was credible, personal and emotional.
We selected the universal language, music, as the best way to communicate and explain the project.
We created a fundraising song, dedicated to the children supported by Aldeas Infantiles SOS. “Your Smile” was composed by Manu Guix and was interpreted by six well known artists: David Bustamante, Adrián Lastra, Paco León, Kira Miró, Leonor Watling and the blogger Lovely Pepa, who all decided to lend their voice to the cause.
The song was presented during a ‘live performance’ in front of the media, and the video clip formed the core of the entire campaign centred on media, online influencers and online viralization.
The song was made available on the main online channels with all money raised from downloads and reproductions going directly to the charity.
In the first week following release, the song achieved a top 10 position on iTunes and 9.5 million views of the video clip on Youtube.
PR amplification of the campaign in media and on social media channels achieved a reach of 107 million people.
These efforts made it possible to increase the amount in donations collected resulting from both the song and from sales of the limited edition charity chewing gum.
Finally, Orbit donated €100,000 to the Aldeas Infantiles SOS charity that was then converted into free dental check-ups, dental hygiene kits, educational talks… a campaign that made great steps towards achieving the key objective: that any and every child can smile.
The Smile Project was awarded ‘Best Responsible Project for Child Protection in the Food Sector’ and ‘Best SCR Project in the Food Sector’ at the 2017 Social Company Awards.