BAMERCISE: BAMERCISE

Credits & Description:

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging

Advertiser: RECKITT BENCKISER

Product/Service: HOUSEHOLD CLEANING PRODUCTS

Agency: EURO RSCG AUSTRALIA

Date of First Appearance: Apr 12 2010 12:00AM

Entrant Company: EURO RSCG AUSTRALIA, Sydney, AUSTRALIA

Entry URL: http://www.bamercise.com.au

Executive Creative Director: Rowan Dean (Euro RSCG Australia)

Art Director: Leah Regan (Euro RSCG Australia)

Copywriter: Rowan Dean (Euro RSCG Australia)

Copywriter: Jackie Lee (Euro RSCG Australia)

Agency TV Producer: Tania Templeton (Euro RSCG Australia)

Account Manager: Holly Ripper (Euro RSCG Australia)

Category Manager, BAM: Maureen Valdes (Reckitt Benckiser)

Media placement: Viral videos - YouTube - April 1 2010

Media placement: TVC (tags) - TV - April 7 2010

Media placement: Website - Internet - April 14 2010

Media placement: In store POS - Supermarkets - April 19 2010

Media placement: Exercise DVD - In store giveaway - April 19 2010



Describe the objective of the promotion.

To drive sales of Easy-Off BAM and promote the brand.



Describe how the promotion developed from concept to implementation

We created a problem/solution situation: because BAM works so well, people are no longer getting the workout they used to get from cleaning. Therefore, we provided them with a 30 minute workout video of cleaning-inspired moves that allows them to do the cleaning and get a complete workout at the same time.



Describe the success of the promotion with both client and consumer including some quantifiable results

Results are still pending.



Explain why the method of promotion was most relevant to the product or service

BAMERCISE takes the traditional demonstrational cleaning advertisements and turns it on its head with this 360 degree integrated campaign.