An integrated campaign utlising the below platforms
- Sampling
- Active Reader
- Active Network
- Active Panels
- Active Ads
- Active Decals
Fitness First created a 15 second TVC to play on the Lifestyle Network. This TVC was tagged onto the existing Smooth Mint TVC to increase awareness of in clubs Sampling. The TVC played approx 36 times a day in all Fitness First Clubs.
Mirror Decals and Sample Dispensers
Mirror decals in club change rooms near sink area to support sampling
Sampling dispensers in each change room. Cups and product maintained and refilled by Fitness First staff
Independent Research on Smooth Mint Campaign
Total Recall
- 3 out of 4 (76%) of members surveyed recalled the Listerine Smooth Mint Campaign
Specific Media Recall
- 90% recalled the sampling in the change rooms
Message Recall
- 56% said "Less Intense Flavour"
Content Recall - PROMPTED
- 69% said it was for "Smooth Mint New Flavour"
Content Recall - UNPROMPTED
