TV was used in an interactive way; this media in Colombia is not normally used for this kind of activities. With the collaboration of Channel RCN, a unique message was created for the kids’ fringe. The objective was to deliver a fun idea for the launch of the new Bubbaloo’s flavor. This was done trough a game in which kids must make a phone call and guide Bubba the Cat with the telephone keys.

For this activity, the agency managed a cost reduction of 20%. In addition to this, the Brand’s TOM increased from 22.3% in December 2004 to 31.1% in December 2005 (brand’s target 8 – 11). The TV ad obtained an awareness of 75% and 76% of the kids liked it.