Sep 22, 2008 12:31 PM

#20. Best Retail/Co-Marketing Campaign

Littlest Pet Shop Pajama Rama
Agency: BARD Advertising
Client: Hasbro

Littlest Pet Shop is a $600 million business for Hasbro, and it wanted to make sure it hung on to its status as a leading brand in the girl products category. All it took was a carefully crafted pajama party staged at the world’s largest retailer, Wal-Mart, and a $2.4 million budget. The one-day, three-hour events took place in February 2008 at 2,000 toy departments at Wal-Marts across the country. Some 1.4 million mailers were sent to households with girls ages six to 11 that invited them to come and see new Littlest Pet Shop products. Once there, the kids got free goodies, which included branded Pajama Rama posters, stickers and tattoos from brand reps dressed in Pajama Rama T-shirts and pink slippers. Some stores also had a photo opportunity where people could get their picture taken with their favorite pets. The program was also cross-promoted at walmart.com on the toys page. Radio Disney commercials were aired during the weeks leading up to the event date and were customized based on region of the country and in-store execution.

M&M’S/NASCAR/Kroger Paint the 38
Agency: Catapult Action-Biased Marketing
Client: MARS Snackfood

This is the story of M&M’s, NASCAR and Kroger. The three got together to build sales for M&M’s, stress M&M’s sponsorship of NASCAR and the No. 38 car, and leverage Kroger’s support of the racing series in the Detroit market. An exclusive promotion was crafted that gave consumers who bought participating M&M’s products a code at checkout. The codes sent people online to www.painthe38.com, where they could enter a contest to design their own racecar and then be entered to win four tickets to an upcoming race. Winners also received autographed #38 merchandise. A custom NASCAR pallet display was designed for Kroger that communicated the promotion’s details. A full-scale event day at Kroger was orchestrated in Detroit where, one week prior to the promotion’s kickoff, No. 38 driver David Gilliland made an appearance, signed autographs and handed out photos. Some 5,000 people lined up around the building to see him. The microsite received nearly 20,000 hits in a two-week period, with over 50,000 page hits and more than 5 minutes spent on the car-design page.

7-Eleven/Simpsons Movie Kwik-E-Mart Experience
Agency: Freshworks
Client: 7-Eleven, Inc.
See Category #3

The Winners’ Circle
Agency: G2 promotional marketing
Client: CoverGirl

Target just happens to be one of CoverGirl’s strongest distribution channels, a place where the brand has been a category leader. However, the P&G CoverGirl customer team felt that the merchandising and marketing needing sprucing up. A reinvention called “The Winner’s Circle” began to build brand prestige by focusing on award winning products, innovation, boutique offering and trends. Endcap displays leveraged the idea of award winning products endorsed by top industry beauty publications. Packaging was created to reflect the creative theme of the endcap and to give products a more premium, limited-edition look and feel to instill a sense of urgency to make a purchase. Stickers were created for all of the value packs highlighting the beauty magazines and the specific awards bestowed upon the corresponding CoverGirl products. To help drive traffic out of store, a national FSI featured a high-value coupon. The campaign brought in more than $1.9 million in sales over an 8-week period. CoverGirl experienced a 60% increase in product sales during the promotion, and the total program drove an 87% overall increase in incremental sales for the brand in Target.

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