Reitzer Promo DEAR MR CAMERON by Hello World

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Industry Public Safety, Health & Hygiene
Media Promo & PR
Market South Africa
Agency Hello World
Executive Creative Director Theo Ferreira
Art Director Kerryn - Lee Maggs, Linel Louw
Copywriter Mark Northcroft
Released February 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: REITZER
Product/Service: LICE MEDICINE
Date of First Appearance: Feb 7 2011
Entrant Company: HELLO WORLD, Johannesburg, SOUTH AFRICA
Executive Creative Director: Theo Ferreira (Hello World)
Copywriter: Mark Northcroft (Hello World)
Art Director: Kerryn-Lee Maggs (Hello World)
Art Director: Linel Louw (Hello World)
Media placement: Print Ad - Joburg's Child Magazine - March 2011
Media placement: Direct Mailer - 10 Downing St. London. SW1A 2AA - 7 February 2011

Describe the objective of the promotion.
Our client wanted to generate exposure in local media for their Treet-It Anti Lice Treatment. The anti-lice kit contains Tea Tree Oil, which has proven greatly effective in combating lice and is especially gentle, making it perfect for use on children.

Describe how the promotion developed from concept to implementation.
The admission by Prime Minister David Cameron, that his children had lice, presented the perfect opportunity for Reitzer South Africa. In an act of international solidarity, Reitzer rushed their Treet-It Anti Lice Treatment, by courier, direct to Number 10 Downing Street. We attached a personal letter to Mr. Cameron, and published a print ad of the complete care package in local newspapers. We turned a newsworthy event into a Public Service message for South African parents, driving them to purchase the Treet-It Anti-Lice kit as a treatment for their own children.

Explain why the method of promotion was most relevant to the product or service.
The revelation by Mr. Cameron that his children had lice highlighted the fact that all children are susceptible to lice infestations, even those of Prime Ministers. By running a print ad in local papers, we were able to demonstrate to South African parents that if Treet-It Anti Lice Treatment is good enough for children of world leaders, it is good enough for theirs. We took advantage of a topical news event, and turned the incident into a Public Service Message, creating a platform generating exposure for Reitzers Treet-It Anti Lice Treatment.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion was a huge success. The audacity of delivering an anti-lice package to one of the leaders of the free world, struck a cord as a Public Service Message regarding lice infestation in children. South African parents responded and the product was sold out.