1. The Arizona Department of Health Services wanted to generate community awareness of the risks of second-hand smoke, particularly as it affects children. The campaign, first introduced with TV spots and brochures in the surrounding Phoenix area, got a PR boost when it generated newspaper articles. Additional exposure was achieved through the distribution of two ingenious promotional items.
First, restaurants who supported a non-smoking policy received baby bibs to present to diners who came in with infant children. The bibs bore a custom imprint phrase, "I am in a designated non-smoking area." In addition, bottles of soap bubbles were distributed at community events, such as fairs, workshops and women's expose. A message on the bottle label made humorous reference to the Surgeon General's tobacco warning. "My Cause: Joy, Laughter, Smiles and Excitement; Not: Asthma, Pneumonia or Cancer." The program received tremendous support and sent a valuable message about the dangers of second-hand smoke. In a follow-up evaluation of the program, it was determined that the important message reached more than 100,000 local residents.
The Arizona Department of Health Services did give an awareness of the risks of second-hand smoke by giving logical reasons and examples to persuade the people.
2. An unusual product requires an unusual promotion. Culturelle, a company that makes dietary supplements that aid digestive health and immune-system functioning, was looking to promote its brand in a quirky way. The company's products are 'pro biotics' - healthy bacteria that aid digestion - which might confuse the average consumer who associates bacteria with disease or things unhealthy.
With this in mind, Culturelle devised the "I Love Bacteria" campaign. The company gave away T-shirts imprinted with the classic "I ♥" icon to curious customers who saw an ad for it. After an extremely successful test-run of the campaign, Culturelle widened the promotion, tying it into its print and television advertising campaigns, both of which featured someone wearing the "I ♥Bacteria" T-shirt.
The promotion was successful because the company grew their consumer database substantially, increased their out-of-home branding since their logo was on the back of the shirts, and even used the shirts as a giveaway that bloggers used to kick-start a program which educated consumers about Culturelle and probiotics.
3. Producers of The Mechanic, an action thriller starring Jason Statham as a hit man, needed a unique promotion to stand out amid the din of the movie madness bombarding the media and consumers today. They were thinking T-shirts, but some creative thinking brought a variation of that theme to mind.
Pre-release marketing to the press is critical to success in the movie business. Rather than giving traditional T-shirts to members of the press covering the movie, as well as to other potential moviegoers, the movie's marketers had the shirts shrink-wrapped and compressed into the shape of guns, playing into the movie's theme to make a bigger impact on T-shirt recipients.
The promotion has certainly helped to garner a wealth of media attention for the film's release.
4. At Massey Energy's 15 different coal mining sites, safety is a moment-by-moment concern. A recent campaign had the objectives of increasing awareness of safety habits in the workplace, improving workforce safety performance and reducing absenteeism.
This year-long campaign served as a constant reminder to work safely and develop safety-conscious work habits. The campaign kicked off with the posting of a banner at each mine, the distribution of compressed t-shirts and the presentation of "Masseyopoly," a Massey-customized version of the board game, Monopoly. This last item made a huge splash with the workforce. The campaign also introduced the character of "Raymond," a safety mascot who appreas on all of the program's communication pieces and promotional items. Every month, the mine sites received a new and different item, among them, beverage insulators, hats, emergency flipper kit, pocket watches and hard hat decals. A new banner arrived every quarter to keep the program fresh and safety awareness foremost in the minds of employees.
During the program, the company saw its Loss Time Accident Ratio decrease by 47%, recording the two safest years in the company's 90 year history.
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