Andrex appoints smp to run Andrex Washlets experiential campaign
Andrex has appointed creative marketing agency smp tp run its experiental campaign for Andrex Washlets. The campaign has comprised a multi-sensory stand, which includes a water wall that uses small valves to write messages within the water, that has been put up in across UK shopping centres. Also on the stand is the Wall of Washlets Wipers, which features photographs of the product’s fans. Additionally, everyone who has visited the stand will be able to claim a free gift as well as receiving a sample. Running until April 2013, the marketing campaign aims to raise awareness and drive trial of Andrex Washlets moist toilet tissue wipes, predicting it will distribute more than 350,000 samples. The campaign is also being supported by social media and competitions at facebook.com/cleancampaign. Matt Beech, account director at smp explained: “Shopping malls are busy environments where getting cut-through can be challenging. The innovative use of the water wall provides us with a visually arresting way of attracting attention while conveying key messages. It’s also done in a way that is totally appropriate to the product and to the sensation one gets when using Andrex Washlets.” “Moist toilet tissue is a growing category in the UK”, continued Beech. “To make it truly successful, we need to convince people to change their behaviour by making the brand a natural part of their health and beauty routine. In other words, it’s all about changing what they mean by clean. “Our stand brings this to life and reinforces this vital message by taking visual cues from department store beauty counters, and by offering beauty gifts to shoppers who come and interact with the product,” he said.