TREE DETECTIVE by Chemistry Communications Group for Sca Hygiene

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TREE DETECTIVE

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Industry Toilet Paper
Media Promo & PR
Market United Kingdom
Agency Chemistry Communications Group
Creative Director Tim Uden
Copywriter Gilly Hanna
Designer Mark Harrison
Released March 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: SCA HYGIENE PRODUCTS UK
Product/Service: TOILET TISSUE
Agency: CHEMISTRY COMMUNICATIONS GROUP
Date of First Appearance: Mar 14 2009 12:00AM
Entrant Company: CHEMISTRY COMMUNICATIONS GROUP, London, UNITED KINGDOM
Entry URL: http://www.velvetbabymd.com/kids/tree-detective
Client Services Director: Ingrid Purcell (Chemistry)
Senior Account Director: Sarah Andrews (Chemistry)
Senior Planner: Catherine Andrew (Chemistry)
Senior Account Manager: Paul Durrans (Chemistry)
Creative Director: Tim Uden (Chemistry)
Designer: Mark Harrison (Chemistry)
Copywriter: Gilly Hanna (Chemistry)
Artworker: Kenny Risk (Chemistry)
Senior Account Executive: Olivia Thompson (Chemistry)
Digital Designer: Thomas Whitehead (Chemistry)
Media placement: Brand Experience - 14 Nationwide Shopping Centres - 14th March 2009
Media placement: Microsite - Online - 14th March 2009

Describe the objective of the promotion.
1) Drive awareness and understanding of Triple Velvet’s ‘3 Trees’ environmental message: Target set at 60% recall and 56,000 interactions 2) Achieve over 50% positive impact on propensity to purchase 3) Drive traffic to the Velvet site: Target set at 15% uplift on current site traffic 4) Support sales targets: Target 1.5% conversion to purchase 5) ROI payback inside of 2 years

Describe how the promotion developed from concept to implementation
In 2009 Triple Velvet launched a new platform: for every tree Velvet used they would ensure 3 more are replanted. Due to the low interest in toilet tissue, to communicate this message we needed an imaginative and credible activity, exciting both parents and children. Our solution was the Tree Detective campaign (‘starring’ Velvet’s Baby MD) comprising a national roadshow and microsite, upholding our 'edu-tainment' strategy. The activity took place at 14 major shopping malls and included a virtual forest where children could solve four nature puzzles. There was also a leaflet for parents with a money-off coupon to drive purchase.

Describe the success of the promotion with both client and consumer including some quantifiable results
We developed an interactive and engaging campaign that delivered. Independent research demonstrated: - Over 93% recalled the message. - 16,963 children completed the activity - target 15,120 - 94,900 leaflets distributed - target 56,000 - 84.3% intended to purchase Triple Velvet - target 50% The integrated campaign worked: 84% informed us that they intended to go on the microsite and overall site traffic increased by 20%. We drove sales! 80% of non-users indicated that they would change and coupon redemptions are at 6.5%, 4-times the target. An assumed ROI model shows that the activity will pay back earlier than expected.

Explain why the method of promotion was most relevant to the product or service
Our target audience (mums with children aged 5 to 9 years old), is motivated by educating their children through fun and exploration; and being that little bit greener. By providing an education-based added value experience in a location where we knew they had 'time to browse', we made our tree message more interesting and relevant, reminding families why caring for trees is so important. The increased engagement allowed us to fully communicate Velvet's three trees message so we were confident people would leave believing that Velvet cares about trees and motivated to make a purchase of Velvet in the future.