The Drum Awards for Marketing - Extended Deadline

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By Ishbel Macleod, PR and social media consultant

May 24, 2013 | 2 min read

Elastoplast’s new range of Fabric Waterproof plasters is being promoted by a YouTube campaign created by CMW.

The ‘Britain vs the Weather’ campaign begins today, and is set to run for three weeks. Using the YouTube app, people select which destination they wish to check the weather forecast for, and are presented with one of 19 carefully tailored videos.

Liz Wilson, chief executive at CMW, said: “Wet weather is a way of life in the UK but our perseverance is renowned throughout the world, which makes it something worth celebrating. This campaign does just that and targets local audiences with content to match their location. It’s been great to communicate such a famous established brand in a fun, modern way.”

CMW will also be responsible for managing Elastoplast’s twitter presence and using this to drive traffic to their YouTube page.

Sebastion Werner from Beiersdorf, added: “The Elastoplast brand has been helping the British carry on with their lives through any mishaps for decades. CMW, as always, has created a campaign that demonstrates those values by delivering something that’s personal, fun and that evokes the British spirit.”

The campaign will look to target mums looking for places to visit with their families through ads on key parenting sites.

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