SASS to help Slendertone find a 'real' woman
SASS is to implement a six-month campaign to help Slendertone find a ‘real woman’ to become the body of the brand’s through-the-line promotional materials.
The brand is set to unveil new advertising creative in the coming weeks, and has extended the agency’s PR remit to include the launch of the ‘Add Tone Challenge’ – a campaign aimed at getting UK women to tone a little before hitting the beach this summer.
The campaign will find 10 UK women to undertake a Slendertone healthy living plan for six weeks, with one woman selected to become the body of the brand. To flesh out the campaign, SASS has brokered a partnership between Slendertone and monthly glossy magazine Marie Claire.
The partnership will see the Slendertone campaign promoted in Marie Claire's online and printed offerings via a series of DPS advertorials, e-newsletter inclusions, use of the Marie Claire name on the promotional materials and literature, as well as online editorial and advertorial content- including a six-week blog from a Marie Claire beauty editor charting her experience of undertaking the challenge. A representative from the publication will also sit on the final judging panel.
Sass will be promoting the campaign further with on the street experiential activity in five major UK cities. The agency is also currently in talks with leading UK hotel and bar chains to bring them on board as third party partners, hosting audition events in return for exposure throughout all activities.
To complement the regional activities, SASS will also be implementing both regional and national media relations work to spread the 'Add Tone' word.