Legacy of Bubble O’BillYoung Glory Creative Challenge

Justin Shen | Joyce Tse

1. Convert existing fans into purchasing customers

2. Sustainable campaign

3. Stay true to brand & heritage

What do we need to do?

Invite fans to build the heritage of Bubble O’ Bill by literally writing the story during peak months.

It gives fans a chance to build upon an icon that they love but do not know much about.

So, how are we going to do that?

We’re naming the campaign “Legacy of the Bubble” to evoke the grandiose nature of Bubble O’Bill

It’s going to run for the four peak summer months with each month building upon one aspect of Bubble O’Bill by having fans submit their stories with prompts given by us.

Diving into the Details

For example:• November – Bill’s Beginnings• December – Lifestyle/Hobbies• January – Personality• February – Current situation

Diving into the Details

Easy, through sales of Bubble O’Bill ice cream.

How’re we inviting our fans to engage in this awesome campaign?

Hints and clues, known as “bullets”, relevant to the month’s theme will be released on the ice cream sticks in the form of words or phrases that must be incorporated into the background story.

How’re we inviting our fans to engage in this awesome campaign?

Submissions are limited to 200 words and must include 3 unique “bullets”. They are accepted via Bubble O’Bill’s existing Facebook page under a newly developed tab specifically for “Legacy of the Bubble”

How’re we inviting our fans to engage in this awesome campaign?

To leverage the existing fan base and further increase interaction, fans are encouraged to share bullets online with other fans to establish a virtual collection of all keys.

Hopefully, this will drive sales, generate buzz and enhance Bubble O’Bill’s awareness.

How’re we inviting our fans to engage in this awesome campaign?

Redesigning the packaging to make it pop amongst the ever-changing ice cream crowd.

• Redesigning the ice cream stick.

• A giant billboard to drive traffic and participants to

Facebook and increase awareness.

• Targeted Facebook ads.

• In-store posters and promotions about the campaign.

How to make it super attractive?

How to make it super attractive?

Ice cream sticks design

How to make it super attractive?

How to make it super attractive?

How to make it super attractive?

To keep it sustainable, each year Bubble O’ Bill can continue the campaign by inviting the fans to bring Bubble O’Bill to “life” through various concepts, such as creating new storylines that will bring him to different locations, try different hobbies, etc.

These concepts can utilize additional mediums other than Facebook, such as Youtube, to expand the fan community.

How to keep it going?

Successful campaigns can even lead to real life events that would physically bring the community together, such as a Bubble O’ Bill Festival.

How to keep it going?

May the Legacy of Bubble O’Bill live on!

Thank you!