JINGLE by J. Walter Thompson Buenos Aires for Beldent

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JINGLE

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Industry Chewing-Gum
Media Promo & PR, Case study
Market Argentina
Agency J. Walter Thompson Buenos Aires
Executive Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Creative Director Pablo Alvarez Travieso, Gonzalo Vecino
Copywriter Juan Manuel, Marin Fraga
Account Supervisor Teresita Bellesi
Released April 2011

Credits & Description

Category: Best Use of Audio
Advertiser: KRAFT FOODS
Product/Service: BELDENT
Agency: JWT ARGENTINA
Date of First Appearance: Apr 25 2011
Entrant Company: JWT ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Gonzalo Vecino y Pablo Alvarez Travieso (JWT)
Creative Director: Gonzalo Vecino / Pablo Álvarez Travieso (JWT)
Copywriter: Juan Manuel Marin Fraga (JWT)
Agency Producer: Federico Videtta (JWT)
Account Supervisor: Teresita Bellesi (JWT)
Account Manager: Victoria Carrano (JWT)
Planner: Mercedes Santesteban (JWT)
Media placement: Radio Spot - Radio FM - 25/4/2011
Insights, Strategy & the Idea
We had to launch a campaign to communicate the brand’s new claim for Beldent gum. We decided to create a multimedia campaign to communicate, starting from the different media, the brand’s new proposal: Let’s laugh more. The radio was the chosen media to launch the campaign.
Creative Execution
The first stage was communicated with a jingle that was heard in the most important radio shows, where via the lyrics the brand proposed doing new things to laugh more. Immediately after the jingle, the brand invited from the radio to visit its webpage to see the different videos and versions of the jingle performed by other characters: a turtle, a girl with a male voice, a crowd of football fans, a pack of kittens, even a troop of soldiers.
Results and Effectiveness
The strategy of using the radio as the channel to generate traffic to the website gave good results. The people entered the page and completed the campaign visualizing the different pieces of the jingle they heard at the radio. The brand amplified its message in the radio adding new visual stimuli to a medium which by nature is audible