Surf ‘Gorgeous Laundrette’
Client: Unilever
Brand: Surf
Discipline(s): Digital & Social Media
Ideas Matter
Gorgeous Laundrette was created to reinforce Surf's credentials as a fragrance brand and to get consumers to keep buying Surf in an otherwise mundane and promiscuous category. To spread the word about the new gorgeous 'long lasting fragrances' of Surf in a digital environment, we had to create cut-through with a hugely compelling brand message. We brought to life the vibrant essence of the brand through strong colour cues and linked to 'long lasting fragrance' through a floral 'fragrance trail' effect. We then tied in our target consumer's love of celebrity lifestyles and online video as a hook to create the highly interactive online campaaign, featuring Danny Young. It ran for five months in two phases, using two different banner creatives: 'Flex, Dance, Strip' and 'Knickers'.
Results Matter
The campaign exceeded all expectations and performed exceptionally in terms of driving video views.
25,342,397 unique users interacted with the campaign with an average dwell time hit of 65 seconds.
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Online advertising
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Website
