GlaxoSmithKline Consumer Healthcare (GSK) has launched a £1m integrated on pack promotion through i2i Marketing to drive sales and awareness of its Aquafresh range of oral care products amongst mums and families.
The campaign, entitled “Amazing Mouths Thank Amazing Mums”, launched last month and will be supported with a dedicated microsite and an experiential roadshow - created and managed by i2i.
At the heart of the on pack promotion will be a £1million fund of prizes chosen “by mums for mums”, including spa days, cinema tickets, shopping sprees, flights and holidays.
To be in with a chance of winning, mums must buy a special pack of Aquafresh and visit the campaign’s microsite www.aquafresh.co.uk/amazingmums, to enter the code found on the inside flap of their Aquafresh ‘Win Mum’s Wish List’ pack.
To bring the on pack promotion to life, i2i Marketing has designed an accompanying six-week experiential roadshow. Here, a fully-branded walk-in video booth will be placed at supermarkets, shopping centres and cinemas.
Trained i2i Marketing Brand Ambassadors will encourage people to visit the booth to record a personalised message about what makes their mum so amazing. Selected video messages will then be uploaded onto the campaign microsite where registered users can vote for their favourite video.
The video with the most votes will win an amazing family holiday worth £5000. The roadshow began at Lakeside Shopping Centre on May 22 and will finish on July 1. In addition to the on pack competition and experiential roadshow, the campaign will be supported by a full programme of promotional advertising, in-store point-of-sale and radio promotions.
Bruce Burnett, managing director i2i Marketing comments: “We have captured the values and personality of the Aquafresh brand by creating a fully integrated campaign that is both fun and rewarding for mums and kids alike.
"With the combination of interactive live experiences, personalised video messages and great prizes on offer, we’re confident that families will be talking about this campaign long after the activity finishes.”
For further information please contact: Nick Vellacott/Ellen Durrant Highlight PR 01225 444268 email@example.com / firstname.lastname@example.org
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