I already posted this earlier last week, but it’s so good it deserves commentary.
Awesomeness: 4.5 out of 5
Why it’s awesome: The campaign is driven from research, but more importantly, the insights delivered by the research – the understanding around how their consumers shop and generally live their lives.
Hmm… factor: While 10,000+ uptake seems impressive, my guess would be that they were restrained by the media buy. It would be interesting to know the traffic volume of that particular station, which will then give us some sort of conversion figure. If this execution was mobile (i.e. can be moved around to key places), they probably would’ve gotten an even higher figure. However, overall it’s a very impressive campaign.