I2I creates experiential roadshow for Aquafresh

I2I Marketing has created an integrated marketing campaign for Glaxosmithkline brand Aquafresh to drive sales and awareness of the oral care product range among mums and families.

The on-pack promotion, entitled 'Amazing Mouths Thank Amazing Mums', launched in April 2010 and will be supported with a dedicated microsite and experiential roadshow created and managed by I2I.

At the heart of the promotion will be a GBP1m fund of prizes chosen 'by mums for mums', including spa days, cinema tickets, shopping sprees, flights and holidays.

To have a chance of winning, mums must buy a special pack of Aquafresh and visit the campaign's microsite to enter the code found on the inside flap of their Aquafresh 'Win Mum's Wish List' pack.

I2I Marketing has designed an accompanying experiential roadshow.

A fully branded walk-in video booth will be placed at supermarkets, shopping centres and cinemas, and trained I2I 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 be uploaded onto the campaign microsite where registered users can vote for their favourite video.

The video with the most votes will win a family holiday worth GBP5,000.

The roadshow began at Lakeside Shopping Centre on 22 May and will finish on 1 July.

In addition to the on-pack promotion and experiential roadshow, the campaign will be supported by a full programme of promotional advertising, in-store point-of-sale and radio promotions.

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