Reckitt Benckiser is launching a major database-building campaign on the back of a new on-pack and press campaign to launch two new Air Wick variants.
The drive, for ‘Exotic Bamboo and Lotus Flower’ and ‘Precious Silk and Oriental Orchids’, will run across 3 million packs and starts to appear on shelf from February for spring. The promotion sees Air Wick teaming up with Ideal Home Magazine to offer one lucky consumer the opportunity to win their Dream Room to the value of £10,000.
Shopper marketing agency Live & Breathe has been working with Reckitt Benckiser for the on-pack promotion, Air Wick’s largest to date. All data captured will be added to the company’s customer marketing database.
The Dream Room promotion ties in with the new Air Wick ‘Brighten Up Your World’ advertising campaign which kicks off on February 21 and positions Air Care as a fundamental part of the way a home looks and feels.
The on-pack promotion is designed to drive consumers to visit the Air Wick website ( www.airwick.co.uk ) to enter the competition. Consumers are then invited to create a personal mood board for their dream room – a room of choice. The site provides a library of items, among them furniture, furnishings, lighting and accessories. Consumers are invited to add one of the new range of Air Wick Touch of Luxury fragrances to their final creation, before sharing it via email and Facebook with friends.
To enter the competition, and share their creations online, consumers will also be invited to join the Air Wick Fresher Homes Club, a loyalty programme that provides its members (currently over 400,000) with information about new launches and exclusive promotions.
Supporting the promotion is a press advertising campaign, which will run across a range of weekly and monthly female consumer titles. The ad both drives consumers to the Dream Room competition website and carries a voucher for £1 off a purchase of one of the new Touch of Luxury fragrances. The ads, created by Live & Breathe, mirror the new television execution by showing a striking golden bouquet of fragrance emanating from an Air Wick Plug-in.
Live & Breathe has also created a range of in-store collateral including sampling displays to ensure that the Air Wick’s Touch of Luxury range and the Dream Room competition has maximum buy-in and visibility instore.
Stefan Gaa, marketing director from Reckitt Benckiser, said: “Live & Breathe’s promotional concept fits well with the aspirations of our Touch of Luxury target audience of house-proud consumers. The competition mechanic is highly engaging and encourages real creativity and experimentation. We are looking forward to reviewing the entries and congratulating the lucky winner.”
Nick Gray, Live & Breathe managing director, commented: “This is our first major piece of work since being appointed as Air Wick’s shopper marketing agency at the end of 2010. We have created an engaging campaign that follows the consumer at every touchpoint on the path to purchase.”
