SUNPLAY - PLAY FREE
When summer arrives, beaches are hot spots for sun-lovers – offering the perfect environment to promote sunscreen products. However, beaches are also the most competitive venue possible for the category.
We turned beach-goers into SunPlay beach promoters by giving them “Free Flops” – flip flops with targeted brand messages on the bottom. Steps toward creating SunPlay’s largest billboard with sun lovers were taken. As people left countless footprints in the sand, the beach was imprinted with “Play Free!” messages. This ingrained SunPlay’s ability to empower outdoor lovers to play worry-free under the sun.
With HK$0 media budget, we produced unlimited buzz. The beach was fully covered with footprints in a short time. Sales went through the roof. And above all, more people truly believe that SunPlay allows them to “Play Free!”
Advertiser: Mentholatum - SunPlay
Creative Agency: Grey Hong Kong
Awards:
2013 HK4As Kam Fan Awards - Silver x1,
Bronze x1, Merit x2