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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

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HUBBA BUBBA SONG & DANCE

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  1. HUBBA BUBBA SONG & DANCE

  2. Background & Task • Wrigley’s salesof 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 salesandinvolve 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

  3. 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! They are loyal only to things they believe in. Kids need role models and INTERACTION.

  4. Idea New interactive communication channel! SUMMER SONG DANCE

  5. The idea • We developed a stimulating, interactive and celebrity-endorsed campaign for kids’ brand Hubba Bubba. By working closely with a popular children’s bandČUKIand 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.

  6. Music video/radio spot Execution • Main communication channels • 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 • Support communication channels • T shirts, baloons, web page, postcards, stage branding CD Concerts/dancing events www

  7. The Results • Song became thepowerplayof the week in 6 radio stations • Hubba Bubba gotfree coverage- a total of approx.EUR 50 000 • in national and local TV stations and 40 radio stations - got free of charge video/audio exposureoutside of commercial blocks • in Print -interviews and editorial materials in high reach print media and kids’ press • 130+ concertsand dancing events,100.000 visitors • Increased aided brand and ad awareness and trial rate

  8. Media plan Instead of classical usual Wrigley’s way we proposed this way

  9. Please click for 2 min video presentation

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