Space appointed for Vapestick’s experiential marketing
Posted by
Space has been appointed by electronic cigarettes brand Vapestick as its agency responsible for an integrated communication campaign, both off and online. The agency was awarded the account following a competitive 3-way pitch. Space has been tasked with creating differentiation for the brand in this fast-growing, emerging market and building the consumer-brand relationship, embedding Vapestick as a must-have lifestyle brand in the hearts and minds of consumers.
The agency will apply its experience to develop creative communications to be used in experiential, promotional activity and out-of-home media.
A five-month Style Icon campaign launches on 8th August at selected festivals and live events across the remainder of the year. This involves a competition to find the next Vapestick ‘style icon’ – the public will be encouraged to strike a pose with their Vapestick and enter their picture at vapestickicon.co.uk for the chance to win. Two Style Icons will be selected from each event by a panel of fashion bloggers and actress/style icon Mischa Barton.
The final judging takes place in early December and the winners will be announced on 16.12.14.
Winners will take part in a Vapestick photo shoot and their photo will be used in Vapestick’s advertising in 2015.
Frank PR brokered the deal with Mischa Barton and is handling the PR amplification of the Vapestick Style Icon campaign.
Sally Griffith, Vapestick, said: “This is an important appointment for Vapestick. We were looking for an agency that would help build awareness and engagement with Vapestick beyond just a face-to-face experiential activity. Space demonstrated an impressive creative and strategic grasp of the challenges facing our market presenting a truly integrated campaign that maximises reach – we’re very much looking forward to working with Space to make this a successful piece of activation with multiple touchpoints.”
Jason Nicholas, managing partner, Space, said: “The boom in e-cigarettes has brought a rush of brands to this fast developing market. Working with a market leader like Vapestick is an opportunity to apply our dynamic, creative thinking in an exciting and growing category. Our strategic approach will be to ensure that Vapestick is sampling and building the brand, not the category, through careful targeting and execution. Experiential, promotional and digital marketing will offer tangible points of access allowing Vapestick to build long-term brand intimacy with target consumers.”
