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