Media > Use of Media
PIMPLE
EURO RSCG, Dusseldorf / RECKITT BENCKISER / 2007
Awards:
Overview
Credits
OVERVIEW
CommunicationGoal
Young people are getting more and more skeptical when it comes to classical advertising.Unfortunately, especially in this target group, Clearasil faces a decrease in likeability.
Effectiveness
The traffic on the Clearasil website increased significantly. Due to strong demand and success, we will produce little bags with extra pimple stickers. They are planned to be used as promotional giveaways or on-product promotions.
Execution
With the help of our specially created pimple sticker, we turned the front page of a hip youth magazine into a Clearasil ad; possibly the smallest tag-on ad ever done. The branding and the web address can only be seen on the reverse side of the sticker to create the teaser reveal effect.Added value: Kids get a little sticker as a gimmick that they can put on their own pictures to create even more buzz.
MediaStrategy
Young people between 12 and 22.
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