BLISTER PLASTERS AND CLUB NIGHTS? by JEFFERIES PARSONS MYERS HARVEY for Compeed

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BLISTER PLASTERS AND CLUB NIGHTS?

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Industry Adhesive Plasters
Media Promo & PR
Market United Kingdom
Agency JEFFERIES PARSONS MYERS HARVEY
Creative Director Phil Mountjoy
Released May 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: JOHNSON & JOHNSON
Product/Service: BLISTER PLASTERS
Agency: JEFFERIES PARSONS MYERS HARVEY
Date of First Appearance: May 30 2009 12:00AM
Entrant Company: JEFFERIES PARSONS MYERS HARVEY, London, UNITED KINGDOM
Entry URL: http://www.beunstoppable.co.uk
Managing Director: Nik Myers (Jeffries Parsons Myers Harvey)
Client Partner: Genny Goldfinch (Jeffries Parsons Myers Harvey)
Creative Director: Phil Mountjoy (Jeffries Parsons Myers Harvey)
Senior Account Manager: Rebecca Hoare (Jeffries Parsons Myers Harvey)
Media placement: 3 X City Centre Hit Squads, 8 Staff Including Photographer, Plus Branded Adbike - 57 Leading UK City Centres, 8 Weeks, Thurs, Fri, Sat Nights & Bank Holidays - 30/04/2009
Media placement: 2 X Ladies Day Hit Squads, 8 Staff Including Photographer, Plus Branded Adbike - Ladies Days At Epsom, Goodwood, Ascot, Chester And York Festivals - 07/05/2009
Media placement: Sample Packs: Sample, 50p Coupon, 4pp Product Range Information, Competition - Sample Contact Across All Campaign Elements - 29/04/2009
Media placement: Wash Room Posters - Drive To Cloakroom For Sample - 120 Luminar Club Venues Nationwide, 4 Weeks - 29/04/2009
Media placement: Cloakroom Sampling - Dispensers, Branded Staff Apparel - 120 Luminar Club Venues Nationwide, 4 Weeks - 29/04/2009
Media placement: In Club Sampling Teams - Venue Staff, Branded Apparel - 40 Largest Luminar Club Venues Nationwide, 1 Night/venue - 04/05/2009
Media placement: Taxi Sampling - Seat Back Communication, Dispensers - Pink Ladies Taxis, North West England, UK's Largest Womens Only Taxi Operator - 30/04/2009
Media placement: Campaign Microsite - Photo Gallery, Product Information, Competition, Share - Www.beunstoppable.co.uk - 29/04/2009

Describe the objective of the promotion.
In an undeveloped market, with less than 10% awareness, concentrated amongst sports and outdoor enthusiasts: REDEFINE THE PRODUCT AND CATEGORY, to reach a broader, younger, lifestyle oriented audience. INTRODUCE CIRCA 500,000 18-35 WOMEN TO COMPEED through samples in hand. Drive a NEW POSITIONING OF COMPEED as an ‘enabler’ brand, not just a solution. Develop an engaging creative platform, consistent but distinct from ATL messaging. Contribute towards 250,000 INCREMENTAL SALES in 2009, targeting +24% VALUE GROWTH. Turn first time trialists into purchasers, and purchasers into active advocates.

Describe how the promotion developed from concept to implementation
Ambition: introduce a new audience to Compeed. Research explored women’s attitudes to shoes, blisters and discomfort. KEY INSIGHT: ‘everyday’ blisters are frustrating but forgettable. But evenings and occasions ruined leave lasting memories. Concept: Compeed, the No. 1 Solution, gives a girl confidence to look amazing and Be Unstoppable! Identified compelling situations with maximum reach, closest to the point of discomfort. Socio-geographic research to pinpoint locations. Timing based on UK temperature records. Evenings in city centre bars, pubs and night clubs, taxis home, racing ladies days. Agency developed all campaign elements, negotiated media and sampling partnerships, built and implemented campaign microsite.

Describe the success of the promotion with both client and consumer including some quantifiable results
CAMPAIGN OUT-PERFORMED TARGETS IN EVERY PRIORITY MEASURE with exceptional ROI. 582,790 TARGET WOMEN INTRODUCED TO THE BRAND direct through samples in hand (+17% over target.) +29.75% BRAND VALUE GROWTH achieved in less than 6 months (vs. 24% full year target.) +36% VALUE SHARE GROWTH in 2009 achieving a record 66.5% SHARE of UK blister plaster market (vs. 54% 2008.) 43,669 UNIQUE CONSUMERS PROMPTED TO VISIT CAMPAIGN MICROSITE, capturing circa 9,000 registrations for future communication. +4,000 friend-get-friend coupons downloaded and shared. Success in 2009 has inspired extended activity at the centre of 2010 brand investment.

Explain why the method of promotion was most relevant to the product or service
Low awareness drove need for sampling in hand, chance to experience the benefit. But blisters are out of mind until they strike, so contact close to point of discomfort critical. Targeting women on nights out, associated Compeed with positive occasions, not medical treatment. Positioned brand as part of a girl’s essential kit for the evening, regardless of immediate need – amplifying the sales opportunity. Activity structure enabled micro-targeted messaging. Early evening: be prepared. Later in clubs and taxis: immediate relief from suffering. Microsite allowed girls to relive their night, prompted recall and facilitated natural desire to share their Compeed secret.