Toughees 2012 Back-to-school campaign

Toughees 2012 Back-to-school campaign from Bikini. The Advertising Agency

By: Bikini. The Advertising Agency  01-09-2012
Keywords: Advertising And Marketing, Advertising, branding

This year my client requested we offer a prize that appealed to a younger market. In the past we have focused on mothers as our primary target market, and so we wanted to find a prize that would not alienate them. Apple products were selected as they have broad age appeal and are aspirational.

The visual we proposed allowed us to showcase many of Toughees different product offerings, and the theme of Buy Strong, Get Smart encouraged purchase, while connecting one of the product benefits of looking smart and at the same time linking to the prize of a SMART phone and educational associations.

The promotion mechanic was split into "traditional" media and social media parts. Although they both work more effectively when merged, this campaign was used as test and measure to independently gauge the response to the different media as well as gather more insightful demographic data on the Toughees user base. The traditional consisted of a SMS entry communicated through point-of-sale and magazine ads. The social comprised of a Facebook entry, supported by Twitter, YouTube and blogs. In addition we tested the MXit channel.

Keywords: Advertising, Advertising Agencies, Advertising And Marketing, advertising and marketing services, branding, Magazine Ad, Point of purchase, point of sale, poster printing, Print Advertising, SMS Campaigns, Strategic planning

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