Brief
Briefed by those lovely people at Amber House we were tasked to create a budget viral campaign to target the difficult to reach young male audience of 18-25 years. The campaign intended to not only raise brand awareness of the new Moosehead brand in the UK, but also capture data, create initial ground swell and introduce the new products tone of voice.
Insight
The male grooming market is still attracting considerable attention and remains a relatively underdeveloped category. Mintel reports indicate the market for men’s toiletries and fragrances is valued at around £781m in 2007. Growing around one third since 2001, this is relatively slow considering the number of new products coming online. Functional toiletries such as deodorants, body sprays and shaving products are slowing market growth, as has the mature fragrance sector which accounts for 43% of total sales. It’s the newer category sectors, such as skincare and haircare, which demonstrate the fastest growth by trebling in size in four years to £55m.
Research indicates that men prefer to buy their toiletries in a self-service environment, untroubled by a sales consultant. This is why retailers such as Boots and the supermarkets do so well at selling men’s products.
Moosehead is an established male grooming brand from Australia, with little brand awareness in the UK. The Australian Moosehead brand has an established ‘edgy’ look and feel this is to be translated in the UK market, however it must also be considerate of and not conflicting with the brand essence of Sainsbury’s.
Execution
A simple and cost effective two level shoot ‘em up game was developed by Brightenup to be integrated with existing above-the-line collateral from Australia. The target market is an extremely cynical one and the task of creating a game that doesn’t alienate and was created with pure game play and usual Brightenup sense of humor. Through each level the player shoots guys with various Moosehead products to sort out dodgy hair and win points, and as we all know; points wins prizes. However, if a player splatters a filly with their moosehead goo, then just like real life it all end up in tears.
To get the ball rolling, both SMS and email campaigns were developed to help propagate the site at the beginning of the 6 week summer campaign. Of course, the fabulous prizes might of helped too!
Results
• 19,769 unique targets hit the game
• 2,799 targets returned more than once
• 4,804 forwarding of viral email i.e. conversion
Overall results for the campaign exceeded everyone’s expectations, to such and extent Moosehead are now repeating the campaign across other key markets such as South Africa, New Zealand and of course, Australia.
If you would like to find out more about this project or would like more information about our colouring in, spreadsheets or interweb things then please contact Jo Livesey on 01273 731633 or if you’re shy email j0@brightenupme.com
