Brief Explanation

‘The Shopper’s Voice’ was announced to the general public through TVC and press ads, and an exclusive media event drove news coverage. Location-specific messaging was pushed on Facebook and leaflets were distributed in key neighborhoods to ensure participation. The “Voice-over Truck” – a branded mobile recording studio – was the driving element of the competition phase. The truck toured key neighborhoods inviting passersby to join the competition. Once inside, contestants had an “artist-like” experience with a professional audio and visual crew. Contestants were then asked to deliver Wellcome’s promotions with as much enthusiasm as possible to the crowds outside. “Waaaahhh! Feathersoft Ultra Facial Tissues, $58 for 2!” The top 3 VO performances per location were cast in starring roles through voting on facebook and then immediately featured in TVCs, online banners, social media posts and in-store announcements to drive awareness that Wellcome’s Got Deals.