Lead agency: GolinHarris
Who came up with the idea?: Charlie Coney, GolinHarris
Who signed it off client-side?: Clare Logan
Who delivered it?
Golin Harris was asked to drive awareness and talkability around Surf as a provider of great fragrances that last and last, with the aim to get more consumers buying Surf. In addition, the creative idea had to relate to Surf’s sponsorship of the idents of “The Only Way is Essex”.
In response, the team created a limited edition Surf variant called Surf Summer D’reem, created in part by Joey Essex.
Activity included leaked paparazzi shots of Joey in the labs, a summer themed launch event, a Facebook making-of / behind-the-scenes, Joey tweeting to congratulate fellow scientists at CERN, and in-store retail partnership activity.
The activity generated £1.2 million Gross Sales Value and 212 pieces of coverage (including Joey appearing on Daybreak) resulting in a 90% target audience hit. And over 600 people signed up to the waiting list to try the product.
If you would like to get work in to IotY2012, you'll simply need to download this form, fill it in and spin it back to me with an image (or more than one if you fancy). The deadline was 8 February 2013, but there's still a bit of time if you want to get something in pronto.