smp takes on the 2013 Andrex Washlets tour

smp has been awarded the ongoing exeperiential roadshow for Andrex Washlets.

The Andrex Washlets experiential campaign comprises a multi sensory stand that is visiting major UK shopping malls from January–April 2013. It forms part of the ongoing integrated marketing campaign to raise awareness and drive trial of Andrex Washlets moist toilet tissue wipes.

The beauty-counter inspired stand includes an eye-catching water wall that uses small valves to write messages within the water and tell shoppers all about Andrex Washlets.

Matt Beech, account director at smp explains: ‘Shopping malls are busy environments where getting cut-through can be challenging. The innovative use of the water wall provides us with a visually arresting way of attracting attention while conveying key messages. It’s also done in a way that is totally appropriate to the product and to the sensation one gets when using Andrex Washlets.’

Also on the stand is the Wall of Washlets Wipers, a focal point for this year’s advertising. The Wall features photographs of aficionados of the product, and is integral to driving shopper interaction. Shoppers are being invited to pick their favourite Wiper to receive a free beauty gift including 2-for-1 treatment vouchers and £100 spa vouchers. Everyone who visits the stand will be able to claim a free gift as well as receiving a sample. The activity is scheduled to distribute more than 350,000 samples and to encourage 150,000 people to come and feel Andrex Washlets for themselves.

Matt Beech comments: ‘Moist toilet tissue is a growing category in the UK. To make it truly successful, we need to convince people to change their behaviour by making the brand a natural part of their health and beauty routine. In other words, it’s all about changing what they mean by clean. Our stand brings this to life and reinforces this vital message by taking visual cues from department store beauty counters, and by offering beauty gifts to shoppers who come and interact with the product.’

The campaign will travel from Kent to Glasgow visiting major shopping malls en route and is being supported by social media and competitions at facebook.com/cleancampaign until the middle of April.