2013 Bronze Anvil Winner Highlight: Bubble Wrap “Pop” Poll Finds Nation more likely to “Pop” Than Year Ago

PRSABubble Wrap® is often used as a stress relieving device (try it, it works). Considering a creative approach to celebrate Bubble Wrap® Appreciation Day, an annual, official recognition day falling on the last Monday of January, the Coyne PR team considered this unique benefit by researching stress conditions for Americans specifically related to the economy during the last quarter of 2011.Research was pulled from the Consumer Reports Index, a monthly report that provides an overall measure of Americans' personal financial health. The monthly Index comprises of five measures: Employment, Retail, Sentiment, Stress, and the Trouble Tracker.The Stress Index captures respondents’ attitudes regarding the amount of stress in their lives compared to a year ago. An index score of 50 indicates that the same proportion reported that they are feeling more stress as less stress compared to a year ago. Stress Index results Coyne found revealed an index score hovering near a pulse of 60.Research also showed that economic forecasts for 2012 continued to be lackluster, thus anticipating the stress of Americans to remain high during Jan.-Feb. of 2012.Coyne planned to develop a program that would have strong national and local appeal to draw attention to Bubble Wrap® Appreciation Day and leverage the current societal stressful realities. They chose to develop a multi-tiered media relations program with numerous touch points to offer media various coverage options.With American stress on the rise and as a recognized “pop” culture de-stressing phenomenon, Bubble Wrap® could be positioned to serve as a prescription for American’s stress condition. The team determined that the plan needed to be kept simple and easy to execute, but fresh and newsworthy. Additionally, the team developed a compelling visual for broadcast in the form of a strongly branded creative mailer, including fresh data and fun segment ideas for the media to further highlight the brand’s stress-free pop culture appeal.  Coyne partnered with Kelton Research to conduct a consumer survey to create a newsworthy hook for the media. The survey would focus on what was stressing Americans out the most by creating the first-ever Bubble Wrap® ‘Pop Poll’ stress survey, all while focusing on the stress-relieving qualities of Bubble Wrap® that many fans associate with the packaging material.To support the poll, Coyne built media buzz by delivering the mailer to top broadcast, print and online outlets two weeks prior to the big day.  The mailer took the form of a giant pill bottle symbolizing Bubble Wrap as a prescription for stress. The pill bottle included the survey results, press materials, and de-stressing tips from Dr. Pop, along with a large sheet of the blue Bubble Wrap®: the color most Americans deemed most stress-relieving as found in the ‘Pop Poll’ survey.Print, top online sites and broadcast were targeted in the top 100 markets, and media outreach focused on the survey findings with the lead revelation that ‘One Minute of Popping Bubble Wrap® Provides Stress Relief Equivalent to a 33 Minute Massage.’The campaign results were stress free. Generating more than 111 million consumer impressions and with more than 580 broadcast, print and online stories viewed worldwide, the first-ever Bubble Wrap® “Pop Poll” ignited national buzz. National news programs and local broadcast affiliates celebrated the occasion on-air in fun and unique ways in top markets including New York, Los Angeles Boston, Chicago and Detroit.The overnight b-roll feed resulted in more than 170 broadcast stories and top-tier national shows including “Good Morning America” and “MSNBC’s the Dylan Ratigan Show.” Late night shows, including “Chelsea Lately,” “Jimmy Kimmel Live,” and “The Tonight Show with Jay Leno,” incorporated the poll into their monologues. Stories also aired on nationally syndicated radio networks/shows such as MarketWatch Radio: News Break and the CBS Radio News Network. Sealed Air Corporation’s goal to generate widespread, nationwide awareness to celebrate Bubble Wrap® Appreciation Day through a national survey, while reinforcing the brand’s trademark, was clearly achieved. The campaign reinforced the Bubble Wrap® brand and its iconic pop-culture status. For more information, click here: https://bit.ly/2018anvils.