We are proud to announce that this work has won two x Gold and one x Silver in the 2011 IPM Awards!

Household & Petcare
"Say it with Scotch® - Pass the Parcel"
Gold Winner!

Digital Promotions
"Say it with Scotch® - Pass the Parcel"
Silver Winner!

Service Partner Awards:
Mosaic - For its contribution to The "Say it with Scotch® - Pass the Parcel" campaign
Nominated by: OgilvyAction
Gold Winner!

OBJECTIVE

Scotch® tape has been around for years and, in an industry where products don’t change much, they continue to innovate and find easier and more intuitive ways to do things. But the unique benefits of Scotch® POP-UP TAPE products had never been communicated very effectively to our target market - internet savvy and house proud mums.

 In the UK, the Sellotape brand has long been established as the generic name for the entire gift tape category. So we needed an activation campaign that would challenge that dominance and encourage trial.

 The primary objective of the campaign was to capture 20,000 unique email addresses and establish a database which could then be used for subsequent email campaigns. We were tasked with raising awareness of the Scotch® brand and putting it at the front of the consumers’ minds by demonstrating Scotch® POP-UP TAPE as the handy, no fuss choice for elegant gift wrapping.

INSIGHT

We found out that it’s not until people actually try Scotch® POP-UP TAPE that they realise how incredibly useful it is. Therefore, if we could show the product in action and get consumers to trial it, they would wonder how or why they ever managed without it.

ACTION

We designed an online game that placed a product demonstration at the very heart of the mechanic. And, through that mechanic, we attached an engaging experience to a functional product. Finally, we incentivised traffic by rewarding participation and making users want to share the experience with friends and family.

 Our online Pass the Parcel game reflected the brand’s innovative approach featuring an animated demonstration of the product in action. And, because the original game was built around the notion of sharing and inclusion, it was a perfect fit for the online environment.

REACTION

We created a platform that resonated with mums, made them feel nostalgic and emotionally motivated them to make Scotch® POP-UP TAPE their preferred brand choice.

 By the end of the campaign we had captured nearly 38,217 email addresses, almost doubling the client’s expectations. The game featured an animated demonstration of the product and, with each visitor coming back to play the game an average of ten times, that’s a very high level of exposure which resulted in us giving away 2500 vouchers. And in less than 4 months the site attracted more than 450,000 game plays.