Plenty Print PLENTY THE BIG ONE LAUNCH by Publicis London

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Industry Washing powders & Detergents
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Publicis London
Executive Creative Director David Prideaux
Digital Creative Director Rob Trono
Released October 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: SCA HYGIENE
Product/Service: PLENTY THE BIG ONE
Plenty Brand Controller: Joanne Mathers (Sca)
Plenty Brand Manager: Rachel Worthington (Sca)
Senior Account Manager: Olivia Thompson (Publicis Chemistry)
Senior Account Director: Paul Kirkcaldy (Publicis Chemistry)
Executive Creative Director: David Prideaux (Publicis Chemistry)
Digital Creative Director: Rob Trono (Publicis Chemistry)
Senior Copywriter: Neame Ingram (Publicis Chemistry)
Senior Art Director: Paul Westmoreland (Publicis Chemistry)
Deputy Digital Director: Will Kruger (Publicis Chemistry)
Visualiser: Ben Charters (Publicis Chemistry)
Senior Planner: Catherine Andrew (Publicis Chemistry)
Account Director: Leah Schneider (Publicis)
Account Manager: Alexandra Ionides (Publicis)
Business Director: Ingrid Purcell (Publicis Chemistry)
Media placement: Facebook Competition App - Facebook (Juan Sheet) - 30.10.11
Media placement: MSN Homepage Takeover - MSN Homepage - 30.10.11
Media placement: Sequential Targeted Digital Advertising - Multiple Sites - 30.10.11
Media placement: TV Sponsorship Advertising - ITV Interactive - 30.10.11
Media placement: Mobile Video - ITV Interactive - 30.10.11
Media placement: Wesbite Coupons - - 30.10.11
Media placement: Email - Plenty Database - 30.10.11

Describe the objective of the promotion.
1. Drive awareness and trial of the new product launch - Plenty The Big One
2. Demonstrate the versatility of the new product and encourage use outside of kitchen spills, which is what consumers tend to use kitchen towel for without realising it's potential for tougher tasks

Communication Objective:
- Demonstrate versatility and awareness of new product with audience impressions of 59.9million

Financial Objective:
- Drive trial of new product through coupon distribution – 10,000 coupon download target

Acquisition Objective:
- Increase current database by 5,000 new consumers
- Increase current Facebook fan base by 10,000 new fans

Describe how the promotion developed from concept to implementation.
Adopting an integrated approach, the core thought ‘Challenge Juan’, stemmed from the media sponsorship of popular ITV programme; The Cube, where contestants face a number of challenges.

Plenty’s brand champion 'Juan Sheet' created a number of challenges to prepare himself for the launch of new Plenty The Big One to ensure he was best prepared for all the tough cleaning jobs he would face – thus educating consumers about the versatility of the new product and building excitement in the run up to its release in store.

Explain why the method of promotion was most relevant to the product or service.
Each digital user journey ended with the opportunity to download a 50p coupon off a pack of new Plenty The Big One in order to drive trial. Previous research informed us that trial increases the propensity for repeat purchase, and in order to steal market share from Thirst Pockets it was essential we got coupons into hand and kept the new product front of mind.

Each digital channel performed a set role, but all maintained a consistent message demonstrating versatility in order to educate consumers about the different usages and with the ultimate goal of driving consideration and trial.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Demonstrate versatility:
- 65.9 million digital impressions, 10% over media target
- Over 80,000 click throughs from the MSN homepage

Drive awareness:
- 65.9 million digital impressions, 10% over media target

Encourage purchase:
- Over 10,347 coupons were printed - increase of 5,699 on the previous corresponding period

- 5,710 new consumers opted in to hear more from the brand
- Facebook fans increased by over 14,186 (40% above target)

Each of the objectives set at the outset has been exceeded by at least 3% (some objectives exceeded by 41%), demonstrating an effective use of creative and media selection.