What will you write down today?
We were asked to develop a campaign that would encourage Mums and kids to purchase Spirax Notebooks during the busy ‘Back to school’ period.
‘What will you write down today?’
The campaign focuses on the role of a Spirax notebook to spark imagination through learning. Did you know that the technical name for an Ice Cream headache is Sphenopalatine Ganglioneuralgia? Or that contrary to popular belief, goldfish can actually remember up to 3 months? Or that it only takes 7 months to reach Mars?
The creative variations meant that the campaign stayed fresh and we were able to optimise versions on social throughout the campaign. Ongoing optimisations yielded a 61% incremental gain from start of campaign.
Working with Jacky Wintor’s artist Kate Pullen, we brought these facts to life as doodles in Spirax notebooks. These were then brought to life as animations to suit the various digital formats we had for each audience segment. The campaign was supported by near store advertising, digital and social media executions to the audience to remain top of mind during purchase making decisions.
Beat campaign benchmark by