16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

9 Apr 12:00 BST / 07:00 EST

What’s on your bookshelf with Dede Laurentino

Sonoo Singh
Associate Editor at The Drum
Dede Laurentino
Chief Creative Officer at Ogilvy UK

Elastoplast to promote waterproof plasters in ‘Britain vs the Weather’ campaign

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.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.