Since 2012, Hero has aired ads that use a really catchy jingle that aroused a lot of comments in social networks. This comments showed a huge division between jingles lovers and haters.

A conversation had been generated by users on the Internet so we decided to take advantage on this controversy leveraging the tension between those who love the jingle and those who hate it.

We created the Jingles Detector, a mobile app that blocks the catchy but potentially annoying jingle from HERO Jam’s advertising campaign whenever the ad comes on TV, radio or online, activating a different track.

The app reached top 1 of Spain’s AppStore Entertainment chart and number 2 at the main Free Apps chart.

It reached the top 5 at six Latin America countries although the campaign was exclusive for the Spanish market.

14,000 downloads of the app. 16,000 new Facebook Fans during the one month campaign period.

More than 10,000 interactions were made using the mobile app while listening to the jingle on TV, Internet or radio.

It was featured on more than 100 blogs in Spain and other countries and was featured at Contagious Magazine (Issue 34) & M&C Saatchi Technology Bulletin.

Internal sales show three digit growth vs the same period last year.