BAMERCISE by Euro Rscg Sydney for BAMERCISE

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BAMERCISE

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR
Market Australia
Agency Euro Rscg Sydney
Art Director Leah Regan
Copywriter Rowan Dean, Jackie Lee
Released April 2010

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: RECKITT BENCKISER
Product/Service: HOUSEHOLD CLEANING PRODUCTS
Agency: EURO RSCG AUSTRALIA
Date of First Appearance: Apr 12 2010 12:00AM
Entrant Company: EURO RSCG AUSTRALIA, Sydney, AUSTRALIA
Entry URL: http://www.bamercise.com.au
Executive Creative Director: Rowan Dean (Euro RSCG Australia)
Art Director: Leah Regan (Euro RSCG Australia)
Copywriter: Rowan Dean (Euro RSCG Australia)
Copywriter: Jackie Lee (Euro RSCG Australia)
Agency TV Producer: Tania Templeton (Euro RSCG Australia)
Account Manager: Holly Ripper (Euro RSCG Australia)
Category Manager, BAM: Maureen Valdes (Reckitt Benckiser)
Media placement: Viral videos - YouTube - April 1 2010
Media placement: TVC (tags) - TV - April 7 2010
Media placement: Website - Internet - April 14 2010
Media placement: In store POS - Supermarkets - April 19 2010
Media placement: Exercise DVD - In store giveaway - April 19 2010

Describe the objective of the promotion.
To drive sales of Easy-Off BAM and promote the brand.

Describe how the promotion developed from concept to implementation
We created a problem/solution situation: because BAM works so well, people are no longer getting the workout they used to get from cleaning. Therefore, we provided them with a 30 minute workout video of cleaning-inspired moves that allows them to do the cleaning and get a complete workout at the same time.

Describe the success of the promotion with both client and consumer including some quantifiable results
Results are still pending.

Explain why the method of promotion was most relevant to the product or service
BAMERCISE takes the traditional demonstrational cleaning advertisements and turns it on its head with this 360 degree integrated campaign.