CIPR GOLD. why. YOU TELL ME

CIRKLE WON PRIDE GOLD AWARD

Best Integrated Communications

In 2009 the PR company Cirkle won gold for their campaign for Montagne Jeunesse. Heres a bit of background...

Montagne Jeunesse is a beauty-product business based in Wales. Their products are sold in 82 countries worldwide and listed in over 1000 international retail chains across all of the major global retailers.

The business has been built around a range of natural beauty products with face masques being their main product, along with foot, bath, hair and body products in single-use sachets.

 The brand wanted to maintain their personality of its girly, natural, playful, pampering at the low cost of 99p, making it an indulgent affordable treat.

Cirkle were given the job of creating brand awareness whilst communicating Montagne Jeunesses fun pampering equity amongst their prime prospect (women aged 18 – 50.)

The main challenge for Cirkle was a limited budget. They did not have an ATL or NPD budget.

In reaction to this challenge Cirkle PR decided that the most cost effective, beneficial solution would to be to find a suitable and relevant partnership with a 3^rd party. This would enable them to in effect hijack the equity of a already respected brand.

They actively involved the client (Montagne Jeunesse), taking them to see the musical Hairspray. Once they had fallen in love with it they created a free of charge promotional partnership with Hairspray the Musical that was mutually beneficial not only to Montagne Jeunesse but Hairspray as well.

IMPLEMENTATION/TACTICS USED

They became the ‘OFFICIAL PAMPERING PARTER’ of Hairspray the Musical

•       For the first time ever Montagne Jeunesse created limited edition packs of a previously sold facemask presented with Hairspray the Musical branding on the front and backs of each individual item.

•       Montagne Jeunesse then used these facemasks to launch a national point of sale (POS) competition offering customers the chance to win true Montagne Jeunesse style treats in the form of 5* girly pampering Hairspray the Musical tickets and a years supply of MJ products.

•       They took leading cast members to the clothes show at the montagne jeunesse stand. This meant that fans of both products got to meet the cast and get signed copies of the Hairspray the Musical limited edition facemasks. There was singalongs and hundred of people visited the stand to takepart.

•       The video of this was posted virally on youtube and was a huge hit.

•       When Brian Conely signed to be a part of the musical as the cross dressing mother of the lead  circle were there on behalf of montagne jeunesse, branding  and giving samples to the London press launch attendees.

•       THEY ALSO…. Negotiated 50 pairs of top price tickets for retailer and media bonding.

So to recap. The reason that thy won gold for best integrated communications is because they had ticks in the areas of

Creative

EXCITING ASSOCIATION. STAND OUT POS Becoming the OFFICIAL PAMPERING PARTNER was a major success.

Engagement

COMPLETE 360 DEGREES ENGAGEMENT. Not only did they get customers of montagne jeunesse excited about the product but also customers of hairspray the musical and cast and crew of the musical too. MADE IT A 3D PARTNERSHIP.

Turned problems into opportunities

Used the fact that they had a low budget to their advantage by creating a fantastic partnership, advantageous to both parties

Low cost

Negotiated costs for competition prizes worth £8,000, NO MONEY exchanged from either party.

They also won a different award

Sustainable

Although this partnership came to an end because it was so successful for both parties other musicals can now be used to help promote MJ’s brands at the moment there is a partnership created by Cirkle with Legally Blonde the Musical.

Successful

Increased sales of Montagne Jeunesse Fruit Smoothie facemask (the one branded with Hairspray the Musical) by 55%.

The overall reason that Cirkle was so successful is because they kept the theme of the brand, but added to it.

Do you think they did enough to win gold?

Do you think the target audience was the appropriate age for the product?

What other musicals would represent the Montagne Jeunesse brand identity and why?

Alcohol. A fascination.

I don’t know how many people watch Eastenders. This week Billy Jackson died. The cause of death has not yet been fully determined but the common belief among the square is that he died of alcohol poisoning.

Many people including myself have often drunk until they have passed out (I am not saying this because I am proud) simply to be honest. But have any of us ever woken up and worried that you wouldn’t? I know I haven’t. The thought that drinking may lead to an early death is not a welcome thought. None of us want to believe that a fun night out could end with such a result.

Over the years I’ve watched friends (and they’ve watched me) throw up, black out, forget complete nights and do things that we regret the morning after. I even saw one girl run over because she was drunk and forgot to look for traffic all because of our love affair with alcohol (she’s alive don’t worry.)

I also looked up, which I am ashamed to say I didn’t know, information about alcohol units. Women are advised to have no more than 14 units per week and men 21. So how many units does that vodka and mixer you drink in the club have in it, or that bottle of wine you drink with your friends?

http://lothianhealthandlife.scot.nhs.uk/lhls2002/images/report3/

I small wine is one unit. An entire bottle (which is surprisingly easy to get through) is 9 units. How many of us can say that we do not go over the advised units. I know I can’t and to be honest I doubt even my mum and dad can.

Although this blog may seem like I am against drinking, let me tell you, I am not. I enjoy nights out with friends and have experienced many (if not all) of the unpleasant symptoms above. Most importantly I doubt I will ever completely give up alcohol.

It’s more a fascination. So many people can tell us that drinking is wrong, that drinking is dangerous and that we will become the generation most associated with cirrhosis of the liver. So my question is why? Why do we put ourselves through tragic hangovers, moral regrets and do ourselves bodily damage?

Why do I? 

I enjoy the confidence that drinking gives me. I am a pretty outgoing person anyway and I don’t NEED alcohol to make me confident but there is something in holding that glass of wine that makes me stand taller, talk to someone I might not normally.  I suppose overall it’s all to do with being social. I drink so I can talk to people, dance like an idiot and not care and maybe even to do things that I will regret. Could I do all these things without alcohol, yes, and I have previously. I suppose that’s how I know I will never have a problem with alcohol.

So what keeps you popping open that bottle of wine, or downing that beer?