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Johnsons the Cleaners unveils campaign with The Market Creative to appeal to Manchester students

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By The Drum Team, Editorial

February 9, 2012 | 2 min read

Johnsons the Cleaners has unveiled a campaign encouraging the students of Manchester to get their laundry done for them.

Developed by The Market Creative, the campaign features the tagline 'however the mess gets there, Johnson's will get it out', and will run across all of Johnsons’ city centre Manchester stores, The Mancunion and the university sports and recreational facilities.

Ellie Tuite-Dalton, category manager at Johnsons the Cleaners, said: “Although we’ve always had a student discount this is the first campaign we have done to really drive sales. The campaign also gave us an opportunity to test new technologies such as QR codes which The Market really brought to life.”

Sue Benson, managing director at The Market Creative, said: “We had great fun creating this campaign. It’s a really interesting process testing a variety of copy tones that both satisfy the client and which students will respond to.

“Let’s face it, laundry is probably not at the top of most students ‘to do’ list – so we had to find ways to intrude their lives by replaying back some of the mischief they get in to. The campaign is a great example of using channel specific messages to engage with the audience as it spans retail, press, ambient and social media.”

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The Market Creative

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