Case Studies - Proctor & Gamble London 2012 Olympics Brand Engagement

Client: Proctor & Gamble (P&G)

Agency: Golley Slater

Campaign: 2012 Olympic Ticket Brand Engagement Campaign

Brief:

• To promote awareness of P&G's association with the 2012 Olympics, communicate the core campaign messages of winning tickets, championing mums to and engage with families close to point of purchase ion order to drive sales across the P&G portfolio across the 100 largest Morrisons supermarkets across the UK.

Campaign Description:

• Seven Olympic themed, P&G branded event units were created and toured across store locations simultaneously. Each unit was designed to portray an Olympic hero style medal award ceremony, which parents and their children were invited to pose on for a free Olympic photo memento souvenir.
• Before entering the store, the teams also provided each recipient with promotional print collateral, showcasing the wide array of P&G products, which were included in the Olympic tickets competition. Many of these brands were also on discounted offer within the store, further helping to drive immediate sales.
• Once shoppers had made their purchases and were exiting the stores, the teams re-approached them to give them their free printed photo souvenir (in a P&G branded photo wallet) and also offered to sign them up for the Olympic tickets competition with the unique codes on any of the P&G product items that the customers had just purchased.

Key Messages:

• The interactive promotional campaign was designed to deliver the key messages to consumers at Morrisons:

  • Families can win 2012 tickets by purchasing any product from across the wide P&G brand portfolio.
  • P&G recognises “mums” as champions and they are rewarding them for their daily hard work.
  • Mums and families can pose for an “Olympic Hero” style podium photo as a fun, free gift from P&G.

Locations:

• The client required all 100 stores were to be visited within a short three week duration, necessitating a five day a week schedule across all seven regions, simultaneously. The team targeted 100 selected Morrisons stores nationwide in the following seven regions:

  • Scotland/ Tyne and Wear
  • West/ East/ North Yorkshire
  • Lancashire/ North West
  • South Yorkshire/ East Midlands
  • West Midlands/ Staffordshire
  • East Anglia/ Greater London
  • Avon and Devon/ Wales

Branding:

• Brand ambassadors were supplied with sporty branded P&G uniforms, which included t-shirts, jackets and tracksuit bottoms, which enhanced brand awareness throughout the activity and made the staff come across as Olympic athletes.
• The event area was clearly visible as soon as shoppers arrived in the car parks. The large sized 5m x4m gazebo was very prominent; and the 32” TV, laptops, three tier podium and range of graphics all worked incredibly efficiently to around the initial interest from amongst the shoppers, which allowed the promotional staff to communicate the core campaign messages with the shoppers.
• Promotional leaflets detailing the range of discounted price offers were handed to shoppers on entry into store, to provide the best chance of influencing buyer behaviour / stimulating purchases.
• Branded flags and trolley coin key rings which were also handed to shoppers were reflective of the Olympic style event theme; and the printed photo wallet provided a desirable souvenir that customers were keen to take home and retain.

Results:

• During the three week campaign, 200,000 customers received the range of core campaign messages regarding the championing of ‘mums', and were informed about the opportunity to win the Olympic tickets and were also shown the full range of discounted product offers available to purchase in store.
• Positive feedback was received from customers about the promotion, who expressed their interest in purchasing P&G products to be in with a chance of winning Olympic tickets.
• 90% of the 200,000 people approached were interested in the promotion, with around 80% listening to the verbal explanation of the promotion. 87,500 customers expressed the intent to sign up for the competition, and made purchases from across the P&G product range to enable them to do so.
• A total of 9,646 photo souvenirs were taken of the customers, on the Olympics style hero podiums and given to the families as memorable souvenirs.
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