SMP details Andrex Winter White campaign

SMP has revealed how it developed a consumer promotion for Andrex - linked with its 'Be Kind to Your Behind' positioning - to roll-out in conjunction with the company's Winter White pack.

SMP had 12 weeks to prepare and activate the campaign activity.

The agency's strategy was to focus on 'Being Kind' and after extensive research with Andrex, SMP proposed that a charity link would provide the perfect winter promotion.

Andrex's parent organisation Kimberly-Clark already had a link with Teenage Cancer Trust and following on from further research, it was agreed that Andrex would also support Teenage Cancer Trust via the 2008 winter promotion.

The main objectives for this campaign were to: raise GBP150,000 for Teenage Cancer Trust; to ensure that all key messages were communicated across the entire marketing mix; to motivate consumers and provide them with a genuine reason to participate in the campaign; to ensure all consumers fully understand Andrex's offering; and to create a compelling campaign unique to Andrex.

To engage with consumers, SMP/Andrex created a limited-edition Winter Puppy, with his own matching Teenage Cancer Trust scarf and woolly hat.

The Winter Puppy cost GBP6; with all profits (at least GBP1.50 from each puppy) going straight to the charity.

The promotion was supported on-pack, online, through PR and via a television campaign, featuring the Winter Puppies alongside the pop band, McFly.

McFly were chosen as the campaigns' ambassadors since they were key supporters of Teenage Cancer Trust and enjoy a high level of popularity among children (Andrex's core target audience is households with children).

The band appeared on-pack, online and as part of a 10" television spot that ran on the back of Andrex's winter national television campaign.

Anyone who bought an Andrex Winter Puppy was automatically entered into a McFly prize draw to win prizes including 75 McFly goodie bags and five pairs of VIP tickets to McFly concerts, and the chance to meet the band backstage.

SMP designed and developed the Andrex Puppy website allowing consumers to explore the website and visit the virtual McFly Igloo recording studio.

This website featured an exclusive video message recorded by McFly (filmed by SMP), contained information on how to purchase the limited-edition Winter Puppy and also announced the amount of money raised so far for Teenage Cancer Trust.

In addition, Andrex auctioned 12 giant Winter Puppies on Ebay, through a microsite designed and developed by SMP, with all profits going directly to the charity.

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