NEW CAMPAIGNS: An audible call to action for Bugle

<p>General Mills' Bugles tickled consumers' taste-buds on bus shelters </p><p>in Shanghai by recreating the "crunch, crunch, crunch" noise of eating </p><p>the crispy snack. </p><p><BR><BR> </p><p>McCann-Erickson Guangming came up with the idea of installing a sound </p><p>device atop the bus shelters in an effort to enhance the interactivity </p><p>of the outdoor panels. </p><p><BR><BR> </p><p>The plan called for media and tactics that could increase the "crunch </p><p>quotient", a core value of the brand, and work in harmony with other </p><p>communications channels and message content. </p><p><BR><BR> </p><p>"The outdoor sound device works on several layers - one, it reinforces </p><p>the message on the shelter itself, mirroring the copy line on the </p><p>creative; two, the media is a message," said McCann media director </p><p>Marston Allen. </p><p><BR><BR> </p><p>Executed at eight bus shelters managed by White Horse Adshel, the </p><p>"crunch" media campaign is rotating around Shanghai to avoid the novelty </p><p>value of the idea from wearing out. </p><p><BR><BR> </p><p>"We don't want to turn off our consumers," said Mr Allen. </p><p><BR><BR> </p><p>"We know they keep to similar traffic patterns day-in, day-out; so we </p><p>planned for this issue from the outset by making the devices small and </p><p>mobile." </p><p><BR><BR> </p><p>McCann polled young consumers randomly at the talking shelters and the </p><p>response was overwhelmingly positive, according to Mr Allen. </p><p><BR><BR> </p>