Engage All Your Senses with the 5 Gum Experience

Sight, touch, smell, hearing, and taste are being combined into a new, intense experience for the relaunch of 5 Gum.

The 5 GUM Experience is an innovative event for all senses where consumers will have the chance to ‘experience the new 5 Gum’ – the brand’s new tagline.

The campaign, created by BBDO Düsseldorf, centres on a specially designed room in Berlin which will be open from 31 July to 3 August. Cutting edge technology, like the latest 3D virtual reality glasses and 7.1 surround headphones, will make the virtual and the real world merge.  

Together with specialists from OMG Fuse, BBDO has already tested the experience on two internet stars, LiontTV and Die Aussenseiter, with great success. Thousands of online followers discussed the project using the hashtag #Erlebe5Gum, and were given the chance to win VIP tickets for the event in Berlin.

Darren Richardson, managing creative director at BBDO Düsseldorf, says: “This is a very innovative way to bring the 5 Gum brand to life. An installation which shifts boarders of reality and delivers the unseen. BBDO will be doing more of in the work like this in the future, delivering meaningful experiences in an innovative and holistic way.”

Anyone wishing to participate in the 5 Gum Experience should register on site at the RAW area in Berlin–Friedrichshain.