Yesterday we launched one of our most integrated campaigns yet. Gillette contracted us to roll out a campaign to promote its new skincare range.
We developed a month-long campaign to drive mass footfall into Superdrug stores via an innovative competition mechanic called ‘Live Like a Champion – Experience the Best’.
Digital 6 sheets across 10 major London stations advertised the ‘Live Like a Champion’ campaign and encouraged consumers to text 83332 to find their nearest Superdrug store.
Mobile street teams equipped with Bluetooth devices roamed London high footfall hotspots emitting digital content to 924 models of mobile handsets situated in close proximity to them. They also distributed informative leaflets and sachet samples.
Brand ambassadors, placed in 50 of London’s busiest stores handed out sachet samples and educated consumers on the product range via leaflets and POS collateral.
Digital POS was running in 10 of these stores. Store ‘ownership’ of the campaign was encouraged by way of the ‘prize winner per store’ mechanic.
The prizes included a supercar for the weekend, tickets to the O2 arriving by speedboat and a Saville Row tailor made suit.
All activity was devised planned and executed by us and was achieved within 6 weeks.
We had a small budget and a tough brief (to drive males into a typically female retail environment), so we needed to create a campaign that was:
- High impact, resonating with males. Gillette’s target audience is 18-55 but we viewed this as too broad so focused instead on a core 18-35 male audience.
- Communicated with a secondary female target audience aged 16-35 who typically buy shaving products for their partners or sons.
From what we have heard so far, the integrated launch has been extremely successful with high levels of awareness across London and product sales reaching desired target levels.
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