Client Challenge: As a FIFA World Cup sponsor, Regaine wanted to transfer credibility and emotion, and create category standout through non-traditional media. The passion that the World Cup would stir was seen as the ideal opportunity to reach Regaine's target audience of 25 to 35 year old males.
However, with medical on-the-counter product sampling, product demonstrations, proactive social media and direct advice off limits, the challenge was to meet Regaine's desire to increase awareness of the facts of hair loss (through their 'Facts Not Fiction' campaign, and to drive engagement with the brand.
PRISM Solution: The Regaine Facts Not Fiction World Cup campaign played on the pressure and exhilaration of penalty-taking, with London commuters invited to answer football-related ‘fact or fiction’ questions then take their penalty through the fact, or fiction, portal. No mean feat, but great prizes were on offer along with the chance to shine in front of an audience. All the while engaging with the Regaine brand.
Based at three major London train stations (Liverpool Street, Victoria and Waterloo), from the start of the commute to the end of the day, there would be plenty of passing traffic to take up the challenge, with some brilliant stunts spreading the word.
The focused tactical campaign, backed up by three press releases, spanned nine days of activation in three busy stations. KPI’s were the number of consumer engagements, securing earned media value, getting the brand message across and driving consumers to Boots stores or online at Regaine's UK website.
The activation involved a branded football arena, television screen displaying questions, an MC to build excitement and branded collateral distributed to all. Three correct answers/accurate shots won the penalty taker an instant official FIFA prizes, while all visitors could enter a draw to win an HDTV and Blu-Ray system.
Results: PRISM's objectives for the Regaine World Cup Penalty Shootout were centred on transferring equity out of the global World Cup sponsorship to engage locally with consumers, and share with them their passion for the game, with a task that showcased their football skills and knowledge. By delivering this we could reinforce awareness and drive brand engagement.
The activation gained television coverage on two of the UK’s leading news and sports channels; ITV London News and Sky Sports. Running their coverage of the Regaine World Cup Penalty Shootout a total of six times between them in just one evening meant that the Regaine brand – surrounded by footballing fun and skill – was presented to an evening TV audience in the multi-millions (estimated 4.2 million viewers) at the height of World Cup fever. Additional coverage was received through printed media in Bloomberg Businessweek, Event Magazine and FMBE
Across the nine days of the programme, the activation generated over 4,000 competition entries (27% higher than forecast), over 3,000 penalty shootout participants (31% higher than forecast), with 48 overall winners. Over 22,000 Regaine branded stress balls and 24,000 desk calendars were distributed to the public during the activity.
In 2014 PRISM was nominated for an Field Marketing and Brand Experience award for this activation, further evidence of the programme's success.