HUBBA BUBBA HUBBA BUBBA
SONG & DANCESONG & DANCE
Background & TaskBackground & Task
• Wrigley’s salessales of Hubba Bubba chewing gums were decliningdeclining
• There were no new productsno new products to be launched & nothing new to tell
• TV commercialTV commercial was worn outworn out and not efficient
• Client is traditionaly TV advertisertraditionaly TV advertiser (90% of the budget is usually TV)
• Stop declining salesStop declining sales and involve childreninvolve 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
TASKTASK
Kids are bombarded with thousands of
impulsesevery 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.
InsightsInsights
IdeaIdea
SUMMER SONG DANCE
New interactive communication channel!
The ideaThe idea
• We developed a stimulating, interactive and celebrity-endorsed stimulating, interactive and celebrity-endorsed
campaign for kids’ brandcampaign for kids’ brand Hubba Bubba. By working closely
with a popular children’s band ČUKIČUKI and the dancersdancers, 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.
ExecutionExecution
• Main communication channels– TV and radio music spotmusic spot– CDCD– ConcertsConcerts– Dancing eventsDancing events where Hubba Bubba dance was
performed– Direct mailingDirect mailing aimed at teachers in kindergartens and
schools in order to invite them to dancing seminars
• Support communication channels– T shirts, baloons, web page, postcards, stage
branding
Music video/radio spot
www
CD
Concerts/dancing events
• Song became the powerplaypowerplay of the week in 6 radio stations
• Hubba Bubba got free coveragefree coverage - a total of approx. EUR 50 000EUR 50 000
– in national and local TV stations and 40 radio stations - in national and local TV stations and 40 radio stations - got free of
charge video/audio exposure outside of commercial blocks outside of commercial blocks
– in Print -in Print - interviews and editorial materials in high reach print media and
kids’ press
• 130+ concerts130+ concerts and dancing events, 100.000 visitors100.000 visitors
• Increased Increased aided brand and ad awareness awareness and trial ratetrial rate
The ResultsThe Results
Medium BudgetMothly TRPs 4-14
Total net reach 1+Monthly TRPs mothersTotal net reach 1+
Medium BudgetMothly TRPs 4-14
Total net reach 1+Monthly TRPs mothersTotal net reach 1+
Concert & Dancing events 50%
Publicity in press
Publicity on TV&2 min video spot
Publicity on radio&2 min radio song
Almost all radio stations aired the song
PIL3x, Jana, Pilot, Gala, Stop
Interviews and video spot aired on PopTV, TVSLO,
KanalA, Prva TV, TV Paprika, TV Velenje, VTV
12 stations still had it on play list in the Summer
(every day or every weekend)
2 min video spot aired from time to time
Song is still aired frequently
More than 130 events, more than 100.000 visitors
May Jun AugJulJan Feb Mar Apr
300
60%
100
46%
300
60%
100
46%
300
60%
100
46%
300
60%
100
46%
300
60%
100
46%
Sep Oct Nov Dec
300 300 300 300
60% 60% 60% 60%
100 100
300 300
60% 60%
100 100
46% 46% 46% 46% 46% 46%
100 100
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
300 300 300 300 300
60% 60% 60% 60% 60%
100 100 100 100 100
46% 46% 46% 46% 46%TV
TV 100%
50%
Media planMedia planInstead of classical usual Wrigley’s wayInstead of classical usual Wrigley’s way
we proposed this waywe proposed this way
Please click for 2 min video presentationvideo presentation