Innovation First plans Hexbug campaign

TV ads will run from October 22nd to New Year's Eve, with over 400 TVRs.
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A new toy, the Spider, will join the Hexbug range in autumn 2011 and Innovation First is planning a high-impact marketing campaign to engage with kids across the UK in the run up to the Christmas season.

The Hexbug TV campaign will run across major kids channels including Cartoon Network, CN Too, Boom, Disney XD, CITV, Kix, Nickelodeon and Nick Toons. The ads use an adaptation of The Automatic hit song, Monster.

In Ireland the campaign kicks off on October 24th, running through to December 31st and sees 400 kids TVR’s appearing across Nickelodeon and RTE.

Hexbug has also extended its sponsorship of CITV until December 31st, delivering over 1,200 TVRs on the channel. The new sponsorship idents will have a festive feel and will run from September 1st. The original sponsorship of the channel started in April, meaning the products will have featured on CITV for 275 consecutive days.

The sponsorship of Generator Rex on Cartoon Network is also scheduled to continue until the end of the year. The sponsorship has run in three phases and the upcoming third phase, beginning on September 15th, will be centred around a campaign which encourages kids to register their Nano’s and their hometowns, allowing them to see which UK city has the biggest Hexbug swarm.

The sponsorship will deliver 754 kids TVRs and over 2,000 TVRs for boys aged four to nine. Over 45 per cent of those will have seen the advert at least four times, with 50 per cent seeing it more than once. In addition, the campaign guides kids to a dedicated Hexbug microsite with information and games. This element of the campaign will deliver 92 kids TVR’s or 212 TVRs for boys aged four to nine.

The PR for Hexbug will also step up a gear throughout autumn and the firm will target Halloween features with the new Spider product launch. A Christmas campaign is also being planned across trade and consumer media including reviews, competitions and features to keep the products front of mind.

HEXBUG marketing manager, Heather Corbett, added: "2011 has been a great year so far for Hexbug and there is still so much more to come as we head into what is perhaps the most crucial few months of our calendar in terms of sales and driving awareness. Our advertising, marketing and PR strategies have all been thought out to ensure we are reaching as many potential customers as possible whilst continuing to engage with those who have already got the bug.

"We are excited that we have a great new product, the Spider, to launch this autumn as well as continuing to champion our other great toys and activity such as the Generator Rex sponsorship and our Christmas PR plans will ensure that happens. With 2012 shaping up to be a very important year for the company, we are keen to see 2011 out with a big Hexbug bang.”

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