In the month-long campaign, Freeserve will be driving traffic to the new Cusson’s site and promoting awareness of its re-branding activity through an innovative DHTML campaign. This is also the first time DHTML has been used on iCircle.com, so high levels of interest are anticipated among target consumers. The campaign centres around the slogan Release the Lather and incorporates a rubber duck that bounces across the screen on the Health & Beauty and Pregnancy & Birth channels on iCircle.com.
Pete Mitchell, head of Outrider in Manchester, which devised and initiated the campaign, commented; iCircle.com was chosen as a key media buy for us because it is the UK’s leading woman’s portal and has unparalleled reach to hit our target audience. Combining this with the great work of the Freeserve Advertising Sales team in bringing together all the strands to allow us to debut DHTML advertising on iCircle.com, we’re expecting some fantastic results.
Caroline Pathy, Advertising Sales Director of Freeserve added; We thought the campaign concept was brilliantly put together. This is the first DHTML campaign on iCircle and we believe it will really capture people’s attention. It’s the perfect tool for communicating this brand evolution message.
This deal is a great example of how effective it is for us to have Chris Sharnock operating out of a northern office. Being in close proximity to the great team at Outrider has enabled him to have a much higher level of involvement, which in turn has enabled us to create a strong proposition that will match and surpass expectations. Thanks to the hard work of the team pulling all this together, we secured the highest portion of media spend to really drive the message home across iCircle.com.
