Macleans

Background

Macleans wanted to build the brand by reframing the mouth as an essential part of the health and beauty regime. They also wanted to launch their Detox and Remineralise toothpaste into the beauty arena with a focus on the mindset of detox, renewal and indulgence. In addition to this they aimed to drive awareness to achieve sales early in the campaign. The client was looking for media opportunities to extend the reach of a press campaign for the product launch, to increase product visibility, explain their benefits and get them talked about. In a media first, the Evening Standard took money from other titles to secure a deal through Mediacom to promote Macleans at a series of road shows at four mainline stations around the capital.

The big idea and how we made it happen

The roadshows ran for two weeks from Monday 6th September and launched at Victoria Station as an oasis in the middle of your Evening Standard rush hour.

The new Macleans range focused on the need for oral hygiene to be at the centre of any health and beauty regime. To reflect this core requirement the roadshow stands were designed to look like mini health and beauty spas.

Evening commuters were offered a free head massage and de-stress advice as they prepared for their evening journeys. As queues developed around the stations our next idea came into it’s own as stressed out commuters took the time to read the Macleans A6 (16+4pp) mini guide to London detox. Liverpool Street, Paddington and London Bridge were the other three mainline stations chosen for this major promotion.



The full campaign was as follows:

• Concourse promotion in conjunction with the Evening Standard
• Health and Beauty stand positioned as a one stop shop for a mini health/beauty makeovers to appealto both men and women
• Commuters were offered a free health or beauty treatment e.g. 1 minute head massage
• Roadshow ran for two weeks at a differing station every 2/3 days including billboards
• Competition in ES Magazine across the two weeks to run alongside the road show promotion giving the client the opportunity to extend the reach of the campaign to those who hadn’t seen the roadshows
• Branded t-shirts and merchandising
• Roadshow generated a huge amount of PR for Extracts and create a buzz around the launch
• The Evening Standard was available on the stands together with a free guide for good living called ‘A guide to your daily Detox’ produced by Macleans in association with the Evening Standard
• The 20 page guide contained useful advice on how to rejuvenate yourself including instant stress busters /you are what you eat/ havens of tranquility and pamper time
• Vendors selling the Evening Standard at the four railway stations involved in the promotion also handed out the Detox guide
• Macleans advertised in the Evening Standard throughout this two week period

Results

This was a hugely effective, prominent, big splash launch of the brand. We took the traditional client/paper relationship a step further by offering a more integrated marketing solution to launch their product into the marketplace.

The organisation by the Evening Standard team was first class. Following the initial briefing they came up with some really creative ideas which we were very impressed by. They managed all elements of the campaign including the stand production, to a very high standard. Overall, we believe this media event has really helped Macleans get talked about and has been an important element in generating trial of our new products.

Andrew Greene - Brand Manager | Macleans

This business grew from nothing to a very large scale project, they just kept on spending.

Rachel Newton | Evening Standard