UNTOASTED

TitleUNTOASTED
ClientSUNSENSE
Product / ServiceSUNBLOCK OIL
CategoryA01. Event & Field Marketing
EntrantLEO BURNETT Hong Kong, HONG KONG
Entrant Company:LEO BURNETT Hong Kong, HONG KONG
Sales Promotion/Advertising Agency:LEO BURNETT Hong Kong, HONG KONG

The Brief

Shelf space is severely limited in Hong Kong’s shops. SunSense, a newcomer to the sunblock market, has a low shelf presence within a highly competitive category. We needed to raise the product’s profile quickly, before summer’s peak.

Describe how the promotion developed from concept to implementation

With a tight budget and little brand recognition, we had to get creative - SunSense Untoasted. Specially designed metal grilles were placed inside toasters to block-out part of the element. The bread surrounding the metal inserts became toast, leaving a stencilled white section illustrating a summertime activity. The other side of the piece of toast was branded with the SunSense logo. The SunSense toaster inserts were installed at the buffet counters of beachside hotels and resorts - where customers were most likely to hit the beach after breakfast. Customers were then directed to the SunSense sales kiosks next to the resorts.

Describe the success of the promotion with both client and consumer including some quantifiable results

By indentifying a new channel and making use of some innovative thinking to grab attention, sales of SunSense were 500 percent higher where the SunSense grilles were used compared to sales at major retail outlets.

Explain why the method of promotion was most relevant to the product or service

The campaign was a simple, dramatic way to illustrate the selling point of SunSense - keeping your skin burn free this summer.

Credits

Name Company Position
Victor Manggunio Leo Burnett Hong Kong Executive Creative Director
Wilson Ang Leo Burnett Hong Kong Copywriter
Tik Lau Leo Burnett Hong Kong Art Director
Carmen Wong Leo Burnett Hong Kong Art Director
Choi King Shan Leo Burnett Hong Kong Art Director
Alan Ng Leo Burnett Hong Kong Account Supervisor
Eddie Wong Leo Burnett Hong Kong Account Manager