HUBBA BUBBA SONG & DANCE

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