Dry trial for Batiste in integrated campaign run by SMP
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Batiste Dry Shampoo’s biggest ever integrated communication campaign, with a £1.5m spend, is being led by agency SMP. The campaign is designed to raise brand awareness and drive trial of the UK’s favourite dry shampoo.
Having kicked off the heavyweight press campaign with 3 new creatives and over 50 insertions; SMP, who were recently awarded IPM agency of the year 2012, has also created a city centre and shopping mall experiential UK tour which runs to the end of September. Shoppers are being invited to come and ‘Try it Dry’ on the beauty-salon inspired stand with SMP’s team of Batiste personal stylists.
Not only will fans be able to ‘Try it Dry’ for themselves, collecting 3000+ samples, but they will also get the opportunity to have their photo taken to instantly receive a unique mosaic photo made up of some of the 2.5million women who already use and love Batiste. They will also have the chance to feature in a future Batiste magazine advertisement and win a branded Vespa.
Jo Marshall, marketing manager commented, “In today’s busy world, women either don’t have the time, or simply choose not to wash their hair everyday; Batiste Dry Shampoo recognises this and provides a quick easy solution – giving people confidence that they can have gorgeous hair every day, even between washes. With the Try it Dry campaign we are giving the UK’s female population a clear call to action to join us.”
Matt Beech, account director at SMP said: “Historically Batiste has grown through word of mouth and this has been extremely successful. In order to take this brand to the mass market we wanted to fuel the conversation, making it easy to become advocates and giving them something to talk about. The opportunity to be part of Batiste’s next magazine advertisement is a real talking point and the entry mechanic makes it so easy for people to spread the word to their friends.”
Batiste’s ‘Try it Dry’ campaign continues its tour this month, reaching Arndale Centre, Manchester from the 13th to 15th September; The Bullring, Birmingham from the 20th to 22nd September and Westfield London Shopping Centre, Shepherds Bush from 27th to 29th September. Press and digital activities run until the end of the year.
