Department Of Health Promo COSY CAMPERS by Iris London

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Industry Public awareness
Media Promo & PR
Market United Kingdom
Agency Iris London
Creative Director Adrian Stannard
Copywriter Ben Steiner
Designer Laura Nunn
Released August 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: IRIS
Agency: IRIS
Date of First Appearance: Aug 29 2009 12:00AM
Entrant Company: IRIS, London, UNITED KINGDOM
Creative Director: Adrian Stannard (Iris)
Art Directors: Carl Addy (Iris)
Copywriter: Ben Steiner (Iris)
Designer: Laura Nunn (Iris)
Artworker: Daniel Doherty (Iris)
Artworker: Simon Hadassi (Iris)
Account Manager: Tom Ellis (Iris)
Account Executive: Daisy Bell (Iris)
Senior Account Manager: Alice Muir (Iris)
Media placement: experiential - n/a - 29th August 2009

Describe the objective of the promotion.
To increase visibility and availability of condoms at UK summer festivals, which are high-risk environments in sexual health terms. Due to the heady mix of alcohol and good times, condoms aren’t front of mind, and can be difficult to obtain. We set out to distribute condoms in an engaging way that would add to the fun of the festival and convince people that condoms are an essential part of their festival experience.

Describe how the promotion developed from concept to implementation
The solution was a partnership with Cosy Camper, a company that brings a touch of luxury and class to camping at a number of the UK’s leading festivals. ‘Hotel Cosy Camper’ was created as the distribution device. The desired outcome was to get condoms into festival-goer’s hands and to encourage conversation around them – the simple pick up, mechanic and tongue-in cheek, yet subtle packaging enabled us to achieve this.

Describe the success of the promotion with both client and consumer including some quantifiable results
3,500 glow in the dark packs were picked up from Cosy Camper stalls (7,000 condoms in total) across festivals such as Latitude, Bulldog Bash, Glastonbury and Dance Island The idea and packaging – along with the ‘utilities’ inside - got people talking about condoms in a positive light as well as making them readily available. Media interest was high and secured thousands of pounds worth of free coverage.

Explain why the method of promotion was most relevant to the product or service
Festival goers visiting the Cosy Camper tent could pick up a ‘pillow pack’ for free from a mock reception key hook unit (of the style commonly found in hotels). The contents of the pack were a wet wipe and 2 condoms. The packaging itself had a hook (allowing it to be hung inside your tent) and featured a glow in the dark lamp graphic to provide the all important mood lighting. The pack and display unit borrowed the style and language of a high-end hotel - a huge oversell poking fun at the grubby environment of camping at a festival.