Kleenex launches summer ‘Win a VW van’ campaign
Tuesday July 15, 2014 at 3:35pm
Kimberly-Clark has launched a new integrated marketing programme as part of its overall 'Where's Your Kleenex When You Need It?' positioning which includes a competition to win a VW camper van. The competition is offering the chance to win a Volkswagen T2 Kombi Danbury Camper Van Conversion, with a number of second prizes of a week’s holiday in a VW camper van. The new positioning, launched in winter 2013, highlights a range of situations where a tissue is needed beyond dealing with cold and flu sniffles. The campaign is being targeted squarely at women, and is targeting them via both video- and image-based advertising on Facebook, using the platform’s new Reach and Frequency tool to maximise reach and awareness amongst its target audience by helping them discover content that is relevant to them. Creative from JWT shows an artist using a Kleenex tissue to capture summer tissue predicaments on the dirty rear view window of the Danbury Camper Van and has been designed to drive people to enter to win and to motivate mums to purchase. The competition features on specially-designed limited edition promotional packs and is being supported by in-store activity including barkers, posters, online banners and magazine ads, managed by SMP. Social media from We Are Social and PR managed by MHP Communications will underpin the campaign, driving awareness of both the creative and ongoing tissue predicaments throughout the summer months. Media buying is by Mindshare. Jennifer Rohan, marketing manager for Kleenex at Kimberly-Clark, says: "We understand that summer is a busy time of year for mums. With the school holidays upon them, they can find themselves dealing with everything from BBQ spillages to grazed knees. The summer programme is a great way to both raise awareness of such tissue predicaments, whilst also giving them the opportunity to win a great family prize."