Wrigley's 5Gum launches innovative 'Stealth' iPhone app via Clemenger BBDO, Sydney

STEALTH_image_landscape[3].jpg5Gum and Clemenger BBDO Sydney have today launched 'Stealth', a new iPhone app that will change the way you interact with Facebook.

The first iPhone application of its kind to combine movement and sound, 'Stealth' enables users to listen to their Facebook feed undetected, so they can stay up to date whenever and wherever.

The app utilizes iPhone's gyroscope and accelerometer technology, so users can navigate their Facebook feed using customizable motion gestures.

Says Paul Nagy, Clemenger BBDO Sydney executive creative director: "5Gum have a Facebook audience of over half million people with an insatiable appetite for new and exciting experiences. Stealth not only delivers a new way to engage with Facebook, but also embodies the brand line Stimulate Your Senses, by providing a subverted sensory experience."
Says Tami Cunningham, marketing director at 5Gum: "We are very excited about the launch of Stealth. Inspired by 5Gum's commitment to sensory experimentation, the application is a technological innovation that provides genuine utility to our consumers, helping them to stay connected.
"Facebook has transformed how and where we consume news and information, with 7.3 million Aussies now logging on every day from their mobile devices. Our new app taps into this usage trend and allows users to receive their Facebook news updates anywhere, anytime so they never miss out on the latest information from their friends."

An online film, outdoor and Facebook media support the launch of the app.

For further directions on how to use the app, visit Facebook.com/5GumANZ.

Executive Creative Director: Paul Nagy
Creative Director: Luke Hawkins
Creatives: Luke Hawkins, Luke Chess, Ben Clare
Design Director: Tim McPherson
Designers: Tim McPherson, Airi Nakayama, Jay Gray
Editor/Animator/Online Finishing Artist: Toby Royce
Sound Engineer: Anthony Tiernan
Development Partner: Webling
Head of Digital Production: Dave Flanagan
Head of Production: Denise McKeon
Producer: Janice Zetts
Digital Planning Director: David Halter
Planner: Ryan O'Connell
Head of Account Management: Emily Perrett
Group Account Director: Jennifer Peace
Senior Account Director: Anna Walters
Account Director: Colin Fairley
Account Manager: Rob Harding-Smith
PR: Porter Novelli
Client: 5Gum
Head of Content Marketing: Tami Cunningham
Brand Manager: Edwina Murphy


007 said:

Yeah apart from the obvious white headphones coming from your ear. A lot of effort for something thats pointless. Seems like they tried to retrofit the technology into a brief.

Sshh said:

The fact that Luke Chess is still credited shows how long it's been in the agency

I like it said:

Solid idea. Looks great. Well done.

Gaz says thumbs up said:

Like it. A genuine utility with a great creative wrapper.

Candy Bar said:

If I see someone using (not so) Stealth in a cinema I will (not so) stealthily throw my choc top at their head.

fat back said:

nice work Hawko

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