Breathe In For As Long As It Takes To Read This Line, Breathe Out For As Long As It Takes To Read This Line With RESCUE®
Did you follow the title of this release? Do you want to know what it’s for? Well, RESCUE Remedy®, the no.1 brand in its category[i] will be launching their new integrated marketing campaign on the 24th April with a yellow takeover over the London Underground and joint social and PR activations. “Breathe In, Breathe Out” will be featured across the tube network encouraging busy commuters to take a moment out and regain clarity and composure.
The format of this activity follows in the footsteps of their successful launch of the Effervescent product in the RESCUE PLUS® sub-brand in September 2016, which delivered a 38% increase in unit sales during promotional and advertising timelines[ii].
Taking over tube car panels and 16sheets on station platforms, the target consumer group of 25-45 year old busy women won’t be able to miss the eye-catching yellow creative encouraging people to take a moment out and regain clarity and composure.
Jennifer Kendall, Senior Brand Manager on RESCUE® says, “We’re really excited about our new campaign creative which is current and relevant to day-to-day life, two key drivers to get successful cut through. A recent survey by a University in Sweden found that commuting for longer than 30 minutes could have a negative effect on our mindset[iii]. When we combined this with figures from Department for Transport[iv], which show the average Londoner’s commute comes in at 46 minutes, vs 25 minutes for the rest of the UK, we chose the London underground as this target group are most likely to need a moment out of their busy days.”
The campaign will be supported with #breathewithRESCUE breathing tips and graphics across the RESCUEUK Facebook page and most importantly on the newly launched RESCUE Remedy® Instagram account. Acclaimed actress Emilia Fox will also be supporting the OOH with a PR campaign to the women’s interest press over the same period. Emilia Fox has worked with the brand over a number of years, most recently providing the voice over for their first ever TV campaign in 2015. The campaign will be aligned and supported in-store and with promotional activity in Boots and independents. Delivering a 360 degree campaign will give a greater impact to the consumer and bring new users into the brand over the campaign period.
[i] IRI HBA/OTC 52 wk value sales w/e 4th October 2016
[ii] Boots store level data, London stores only, 26th September – 4th November 2016