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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Schering Plough |
| PRODUCT: |
Ban De Soleil |
CHALLENGE:
To create a program that would help boost sales for the Bain De Soleil Self Tanning brand with the key
affluent 25 - 54 year old female. Ban De Soleil sales were down across the country the previous year,
so an increase in same month sales for this year was mandatory. To achieve this Schering Plough was
looking for a program that provided association with a strong promotional partner and that gave the
sales team leverage for incremental display/rack sell-in.
 SOLUTION:
Development of a program that drove traffic/sales to participating retailers for a special offer from
Schering Plough. EMG put together a two-part program targeting discriminating female 25 - 54 age group
and provided associations with nationally recognized partners that added "chic-ness" to the campaign.
We partnered with Hearst Publications and their upscale magazine, Harpers Bazaar and the infamous Balboa
Bay Beach Club, Resort and Spa. The first program provided consumers with a gift with purchase of a six
month subscription to Harpers Bazaar Magazine when they purchased any Ban De Soleil product. The second
program immediately followed the first and was a enter to win sweepstakes for a three day/two night stay
at the Balboa Bay Club including spa treatment and round trip airfare. Ten grand prize trips were provided.
Schering-Plough negotiated circular ad space with in-store display and we created customized ceiling
posters, shipper header cards, counter cards and shelf talkers. Schering Plough also placed a 10 market
radio promoting the product and program.
RESULT:
The Schering Plough sales team was able to leverage the promotion into over 2400 Albertsons, Sav-On, Jewel,
Osco and Longs Drugs locations. Program achieved a noticeable lift in traffic to the participating retailers
and Schering-Plough realized a same month sales increase of 32%.
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