A fine example
Covergirl
Background
To drive its “Smoothwear” message, COVERGIRL produced an advertising and promotional campaign using select office towers in the mediacity network. The objective was to increase awareness and promote product purchases.
Advertising campaign The target clientele was reached via ad frames installed right by the washroom vanity counters in the network’s office towers. In addition to these incentive ads, flowers were placed directly on each mediacity frame to optimize the overall image of the campaign.
Promotional campaign To get consumers to try “Smoothwear” and generate immediate sales at nearby retailers, mediacity created a promotional campaign for COVERGIRL in certain office towers, either on the ground floor or the promenade. Such high-profile office complexes as Complexe Desjardins and Place du Canada in Montreal and BCE Place and the TD Centre in Toronto were selected.
Deploying a tropical theme, each stand was flamboyant and inviting. Each setting consisted of a television screen presenting promotional messages, floor lamps to filter the light, potted trees, retractable banners, stylized benches and a large glass table.
Technical details
- Secure locations in office towers
- Recruitment of female personnel to hand out samples in Montreal and Toronto
- Fully bilingual personnel in Montreal
- Personnel trained by COVERGIRL trainers from P&G
- Attire suited to the concept: pink skirts, black sweaters and shoes
- Logistics: set-up and dismantling of the stands for each event
Process The sampling process required approaching passers-by, applying the product with the requisite attention and hygiene, and answering various questions. Finally, a flower was handed out as a souvenir, along with a discount coupon as an incentive to purchase the product.
Post-campaign follow-up After the campaign ended, the advertiser received a detailed post-campaign report, including: feedback from the clientele, which key elements they retained, daily evaluation of each office tower (e.g. number of product samples, the most popular colours, comments, etc.) numerous photos and a comprehensive summary of the media and promotional coverage