Macleans Gives Viewers The 'Confidence' to Dance On Ice

The Challenge 

For decades Macleans was a leader with its hero whitening products, and stood for giving women confidence. However, over time Macleans had lost its clear positioning and as a result, levels of regular purchase and first choice consideration were heavily impacted due to a lack of affinity with the brand.

The Insight

The 'confidence' campaign would innovatively align with Dancing on Ice to drive relevance and consideration amongst Macleans’ consumers by building brand affinity and credibility and to put Macleans back at the forefront of consumers’ minds. Ultimately this would drive brand loyalty and purchase of Macleans products.

The Idea

Idents were designed to communicate the brand message of "confidence". The bumpers were shot at the Winter Wonderland in Hyde Park and featured real-life couples kissing and sharing tender moments whilst ice skating. The theme focused around having the "confidence" to kiss, whilst the ice skating element ensured the bumpers sat perfectly within the show.

A multi-platform campaign consisted of a TV campaign, along with online/mobile/interactive sponsorship and a licensing deal.

The online sponsorship included integrated branding on the dedicated microsite with the creation of three co-branded show display ads. Macleans had its sponsor button roadblocked on the show site and FaceBook page. Five-second Macleans bumpers also featured around all Dancing on Ice video content.

There was an exclusive Dancing on Ice iPhone app created which featured news, profiles, videos and Macleans branding. The app was a huge success with over 67,000 downloads.

The sponsorship was promoted in-store for a month using a 2-4-1 offer with the chance to win DOI show tickets and ice skating tickets in Tesco stores across the UK.

The Macleans in-store experiential activity took place in over 70 Sainsbury’s stores in the UK with a "match the smile to the celebrity" competition for the chance to win show tickets, a DOI Wii game or DOI DVDs.

The Results 

The partnership between Macleans and DOI was a roaring success. The sponsorship helped to drive confidence positioning and brand acceptance. Macleans brand metrics and consideration increased significantly during and after the commencement of the campaign.

Sales staff reported stronger promotional uplifts in accounts with in-store activation relating to Dancing on Ice, demonstrating the strength of the partnership.

The sponsorship also created a positive halo effect across the whole range of Macleans products. The sponsorship delivered tangible results which is key for the long term growth of the brand.

Most importantly the sponsorship delivered tangible results which is key for the long term growth of the Macleans brand.  

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