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Vileda promotion includes prize-winning 'enchanted mops'

Monday May 18, 2015 at 9:17am
Household cleaning brand Vileda has launched an on pack promotion alongside a ‘magical mop’ to coincide with the release of the new Cinderella movie from Disney. The Happy Ever After campaign appears on 130,000 Vileda floor mops, with each purchase guaranteeing a prize ranging from spa treatments to handbags. In addition, eight ‘enchanted mops’ will be hidden in the 130,000 normal mops. When bought and used, these special mops will chime the 12 chimes of midnight and flash to let the lucky consumer know that they have won a £1,000 ‘Cinderella makeover’. There are 317,000 rewards available to be claimed in total. These include five lots of £500 vouchers for designer clothes and accessories, 50 £100 vouchers and 316,945 mini-beauty treatments with a minimu value of £15. The eight Cinderella Makeover prize packages include return travel to London for two, one night’s hotel accommodation, a personal shopping experience with £250 to spend on clothes and a makeover and photoshoot experience in Central London. The campaign was put together for the cleaning brand by promotional agency Zeal Creative. The activity had been designed to “generate excitement” and drive shopper footfall, says Vileda Trade & Marketing Manager Emmah Littlewood. “With all the hype around the launch of Cinderella, we thought it would be fun to add a little magic and give all our customers a happy ever after,” she adds. “We were going to engineer our enchanted mops to chime on the stroke of midnight, but we thought that might cause a bit of a disturbance!”
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