Mondelez: HISTERIKIT

Credits & Description:

Advertiser: MONDELEZ
Agency: McCANN ERICKSON BUENOS AIRES
Category: Social Media & Viral Marketing
Advertising campaign: HISTERIKIT
Production Company: (Cronos)
Music Title/Artist: (Cronos)
Executive Creative Director: Chavo D Emilio (McCann Buenos Aires)
Creative Director: Rodrigo Polignano (McCann Buenos Aires)
Account Director: Soledad Lopez (McCann Buenos Aires)
Account Executive: Soledad Mansilla (McCann Buenos Aires)
Copywriter: Tomas O Gorman (McCann Buenos Aires)
Art Director: Guillermo Pueyrredon Aliaga (McCann Buenos Aires)
Creative Director: Marian Jethro Legname (McCann Buenos Aires)
Account Director: Virginia Roque (McCann Buenos Aires)

Client Brief Or Objective
BUBBAPOP TARGET ARE CHILDREN AGED BETWEEN 13 AND 15 YEARS OLD. THEY ARE CONSUMERS OF BUBBALOO CHEWING GUMS, BUT WHEN THEY HAVE TO CHOOSE FOR A LOLLIPOP WITH GUM, THEY DON’T RECOGNISE BUBBAPOP AS “THE BUBBALOO LOLLIPOP”. SO WE HAD TO MAKE THE TARGET PERCEIVE THIS ASSOCIATION WITH THE BRAND, AND TO ACHIEVE IT WE NEED TO TALK TO THEM ABOUT SOMETHING THEY MAY FIND RELEVANT. THAT’S WHY WE DECIDED TO FOCUS ON THE FIELD OF SEDUCTION AND FLIRTING.

Implementation
A TERRITORY FULL OF DOUBTS AND EMOTIONS FOR THE TARGET, AS THEY ARE LIVING THEIR FIRST EXPERIENCES ON THIS MATTER. A SPACE FULL OF OPPORTUNITIES FOR THE BRAND TO BUILD A LONG-TERM RELATIONSHIP. THE WORD HISTERIKIT COMES FROM HYSTERIA BECAUSE IN ARGENTINA, HYSTERIA ALSO MEANS THAT RELUCTANT ATTITUDE THAT CHARACTERIZES THE FIRST MOMENTS OF AN EMERGING RELATIONSHIP , WHERE USUALLY ONE OF THE TWO PARTIES DO NOT WANT TO DEMONSTRATE TOO MUCH WHAT HE OR SHE FEELS MAKING IT A DIFFICULT TASK TO THE OTHER.

Execution
THE CREATIVE CONCEPT APPEARED AFTER STUDYING THE MOMENT IN WHICH WE EAT A LOLLIPOP WITH GUM INSIDE. WE FOUND OUT IT WAS SIMILAR TO THE PROCESS THAT TAKE PLACE WHEN A GUY IS TRYING TO FLIRT WITH A GIRL OR VICEVERSA. THIS MEANS, WE FIRST MEET A STRONG SHELL (MADE OF CANDY OR HYSTERIA), THAT WE NEED TO WORK ON IN ORDER TO PASS IT AND GET TO THE MOMENT WE ARE LOOKING FOR: THE BITE. WE FOUND IT A FUNNY ANALOGY, WITH A GOOD INSIGHT AND THAT’S REALLY FOCUSED IN THE PRODUCT. ONCE THE CONVERSATION THEME WAS DETERMINED,

Outcome
WE FOCUSED ON FINDING THE BEST WAY TO TALK ABOUT IT. WE REALIZED THAT THE BEST PLACE TO FIND BOYS AND GIRLS WAS FACEBOOK. HERE IS WHERE THEY ALL MEET AND SHOW THEMSELVES, MATCHING PERFECTLY WITH OUR CAMPAIGN IDEA. BUT IF WE WERE GOING TO TALK ABOUT FLIRTING WITH CERTAIN AUTHORITY, WE NEED TO HAVE A CLEAR ROLE. WE NEED TO APPEAR IN FACEBOOK WITH AN INNOVATIVE PROPOSAL. SO FOR THE FIRST TIME IN THE HISTORY OF FACEBOOK WE INTERFERE IN THE CHAT, GIVING THE USERS THE TOOLS TO HAVE BETTER AND MORE EXCITING CONVERSATIONS.