Transcript HUBBA BUBBA SONG & DANCE

HUBBA BUBBA
SONG & DANCE
Background & Task
•
Wrigley’s sales of Hubba Bubba chewing gums were declining
•
There were no new products to be launched & nothing new to tell
•
TV commercial was worn out and not efficient
•
Client is traditionaly TV advertiser (90% of the budget is usually TV)
TASK
•
Stop declining sales and involve children in a project that would last at least a
year in order to keep them connected to the brand untill new products are
launched
Insights
Kids are bombarded
with thousands of
impulses
every day
Novelties don’t
last long. They get
fed up soon.
Regular TV
advertising rarely
works!
Kids need role
models and
INTERACTION.
They are loyal
only to things they
believe in.
Idea
New interactive communication channel!
SUMMER SONG
DANCE
The idea
• We developed a stimulating, interactive and celebrityendorsed campaign for kids’ brand Hubba Bubba. By working
closely with a popular children’s band ČUKI and the dancers,
the Hubba Bubba song and dance were born - available for
TV/radio broadcast and purchase as CDs. The initiative was
supported by more than 100 concerts and dancing events and
substantial publicity in major media.
Music video/radio spot
Execution
• Main communication channels
CD
–
–
–
–
TV and radio music spot
CD
Concerts
Dancing events where Hubba Bubba dance was
performed
– Direct mailing aimed at teachers in kindergartens and
schools in order to invite them to dancing seminars
Concerts/dancing events
• Support communication channels
– T shirts, baloons, web page, postcards, stage
branding
www
The Results
• Song became the powerplay of the week in 6 radio stations
• Hubba Bubba got free coverage - a total of approx. EUR 50 000
– in national and local TV stations and 40 radio stations - got free of
charge video/audio exposure outside of commercial blocks
– in Print - interviews and editorial materials in high reach print media and
kids’ press
• 130+ concerts and dancing events, 100.000 visitors
• Increased aided brand and ad awareness and trial rate
Media plan
Instead of classical usual Wrigley’s way
Medium
TV
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Mothly TRPs 4-14
300
300
300
300
300
300
300
300
300
300
300
Total net reach 1+
60%
60%
60%
60%
60%
60%
60%
60%
60%
60%
60%
Budget
100%
Monthly TRPs
mothers
100
100
100
100
100
100
100
100
100
100
100
Total net reach 1+
46%
46%
46%
46%
46%
46%
46%
46%
46%
46%
46%
Aug
Sep
Oct
Nov
Dec
we proposed this way
Medium
Jan
Apr
May
Jun
Jul
Mothly TRPs 4-14
300
300
300
300
300
Total net reach 1+
60%
60%
60%
60%
60%
Monthly TRPs
mothers
100
100
100
100
100
Total net reach 1+
46%
46%
46%
46%
46%
Budget
TV
50%
Concert &
Dancing events
50%
Feb
Mar
More than 130 events, more than 100.000 visitors
PIL3x, Jana, Pilot, Gala, Stop
Publicity in press
Publicity on TV&
2 min video spot
Publicity on radio&
2 min radio song
Interviews and video spot
aired on PopTV, TVSLO,
KanalA, Prva TV, TV
Paprika, TV Velenje, VTV
Almost all radio stations aired the song
2 min video spot aired from time to time
12 stations still had it
on play list in the Summer
(every day or every
weekend)
Song is still aired frequently
Please click for 2 min video presentation