Scotch Promo, Case study PASS THE PARCEL by OgilvyAction London

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Industry Household maintenance & pet products
Media Promo & PR, Case study
Market United Kingdom
Agency OgilvyAction London
Creative Group Head Joe Dear
Executive Creative Director Greg Mcalinden
Copywriter Nick Corbett
Designer Melissa Jenkins, Fiona Hart
Released August 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: 3M
Product/Service: SCOTCH TAPE
Date of First Appearance: Aug 18 2010
Business Director: Alison Keepe (OgilvyAction)
Senior Account Director: Debbie Ellison (OgilvyAction)
Account Director: Gloria Chan (OgilvyAction)
Head of Strategy: Tim Watson (OgilvyAction)
Executive Creative Director: Greg McAlinden (OgilvyAction)
Copywriter: Nick Corbett (OgilvyAction)
Creative Group Head: Joe Dear (OgilvyAction)
Senior Designer: Dan Nicoletto (OgilvyAction)
Designer: Melissa Jenkins (OgilvyAction)
Designer: Fiona Hart (OgilvyAction)
Digital Designer: Sean Jenkinson (OgilvyAction)
Senior Programmer: James Gibbs (OgilvyAction)
Media placement: Online Advertisement - Facebook - 1st November 2010

Insights, Strategy & the Idea
In the UK, the Sellotape brand has long been established as the generic name for the entire gift tape category - a category that doesn’t change much. Scotch® is the industry innovator. But this had not been communicated effectively and we found out that it’s not until people actually try Scotch® POP-UP TAPE that they realise how useful it is.

So we needed an activation campaign that would challenge Sellotape’s dominance and encourage trial amongst the primary users of gift tape: mums. At birthday and Christmas time, that can be a time consuming job. So we wanted to demonstrate how much easier the gift wrapping process is when you use Scotch® POP-UP TAPE.

As well as this communication objective, we had a very clear business objective: to capture 20,000 unique email addresses and establish a database which could then be used for subsequent email campaigns.

Creative Execution
We decided the best way to achieve our objectives was to demonstrate the product and attach an engaging experience to it. So we reinvented a classic game that has always been about sharing and inclusion, and took it online. ‘Pass the Parcel’ resonated with mums, made them feel nostalgic and featured a product demonstration at the heart of the mechanic.

We created a buzz around the game through strategic seeding on sites which prompted huge interest and discussion. We incentivised traffic to the site by rewarding participation with prizes ranging from Scotch® POP-UP TAPE vouchers to iPod Shuffles.

After providing their email addresses, visitors watched as their mystery animated parcels wrapped and unwrapped themselves to reveal if they'd won a prize. And whether they won or not, everyone who played was given the chance to pass the experience on to friends and family.

Results and Effectiveness
By the end of the campaign we had captured nearly 38,217 email addresses, almost doubling the client’s expectations. The game featured an animated demonstration of the product and, with each visitor coming back to play the game an average of ten times, that’s a very high level of exposure which resulted in us giving away 2500 vouchers. And in less than 4 months the site attracted more than 450,000 game players.