CASE STUDY:

OLD SPICE LIVE A DAY AND A NIGHT LIKE A ROCK STAR INTEGRATED PROGRAM

CASE STUDY DESCRIPTION:

The task: create an integrated promotional campaign to position Old Spice and its new products, Red Zoen Invisible Solid and Body Spray, as appealing, contemporary, cool and hip to teens and YAs, and drive trial, while supporting the ad campaign, “Smell Great All Day and All Night.”

We partnered with Warner Bros. Records to deliver the program at retail, online and at live concerts, with…

  • A retail/online sweepstakes offering the Grand Prize of a day in-studio with a WBR recording artist, private jet travel, an evening backstage at a Metallica concert with the Old Spice Girls
  • Secondary prizes of Rolling Stone subscriptions and branded tees, with a mail-in offer for retailer-redeemable Music Cash
  • Incremental displays were deployed at retail
  • Our summer concert experience included…
    • An interactive Display area
    • The Old Spice Red Zone Lounge
    • A greenscreen photo setup where consumers got their pictures “on the cover of the Rolling Stone
    • On-site drawings for back stage passes
    • Body Spray sampling
    • Attractive female brand ambassadors

Results?

  • Invisible Solid and Body Spray outperformed their projected launch sales goals
  • Old Spice had to send out additional P.O.S. displays to satisfy retailer demand
  • P.R. coverage included Business Week, SPIN, Rolling Stone, Blender and many others

Rock Star

 

 

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