Procter & Gamble is launching a digital campaign in support of its “Thank You Mum” Olympic activity to coincide with Mother’s Day - its first major online campaign since the company revealed it was to shift a large chunk of its marketing activity to lower cost digital channels.
The The 1 Thank You = 1 Chance to Win campaign encourages people to upload a video to a micro site thanking their own mum. Those that do can win a family ticket to the Olympics.
Activity breaks 5 March ahead of Mothers’ Day, which falls on 18th March in the UK. Activity in other global markets will ramp up around their respective national days.
P&G Olympic brand ambassadors such as swimmer Keri-Anne Payne and runner Paula Radcliffe will be seen in an online video sending messages of thanks to their own mums. The video incorporates a heart symbol the athletes form with their hands, which P&G hopes “starts a movement” beyond the online video.
Print activity will drive traffic back to the digital platform. Additionally, former Spice Girl and pampers brand ambassador Melanie C will front a major PR push to drive awareness of the digital campaign.
Separately, the FMCG company is running a multibrand promotion that gives consumers a chance to win Olympic tickets when they buy P&G brands such as Fairy and Gillette.
P&G has pledged to give away 90% of its 6,000 allocated tickets to the public. It is claimed that winning tickets are among the best available at the Olympics and include the opening and closing ceremonies and the men’s 100m final event.
The campaign follows announcement last month that the company is to cut $1bn from its marketing costs through more efficient use of marketing and using cheaper digital channels, as part of a wider $10bn cost cutting drive.
Meanwhile, P&G is preparing to reveal results from its motherhood research, launched last year, and will use results to inform future marketing and product development.
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