Garter

Background

Inspired by the sexy television campaign for the multivitamin Max by Revicon, United Laboratories wanted to send a trial pack to some of the Philippines' most influential high profile male executives. The goal was to catch their attention so that they would take the time to get to know, sample and later on, refer Max to their associates.

Idea

Since the target audience follow a strict schedule set by their secretaries, who filter their mail and control their diary, the agency devised a two-step plan to get the trial pack into the boss's hands. First, it was important to get the secretary on side. Knowing that she could make or break the sampling effort, they sent her a letter that massaged her ego... and promised her a real massage at The Spa, one of the country's premier establishments, if she successfully scheduled a 10-minute meeting for a Max lady with her boss.

Second, it was important to make the boss pay attention. On the day of the appointment, a chic lady in corporate attire enters his office. Within 10 minutes, she engages him in a conversation about the product. She mentions Max's promise to improve his physical performance both in the boardroom and in the bedroom. She then hands him a 30-day trial pack but pauses midway. As a souvenir, she takes off a black thigh garter and wraps it around the trial pack. She tucks in a note to the boss and gracefully leaves his office.

Results

The project received a 15% response rate (in a market where a 5% rating is considered excellent). Of the successful delivery, 25% were referrals by the initial target audience who requested that the Max lady visit their associates so they could receive the same trial pack. Some recipients commented that the campaign effort was very engaging, unexpected and something they would love to do for their own brands. Since then, the agency has received projects from other companies requesting a similar creative sampling effort.

Target Audience

High profile male executives such as CEOs and SVPs who belong to the country's top corporations. They are successful, powerful and respected in their industry. These men aim to stay at the top of their game be it in the boardroom...or in the bedroom, making them excellent brand ambassadors for Max by Revicon. However, they are known to hire secretaries and assistants who are very strict about filtering documents and packages addressed to their boss.

Size

Small but highly targeted. 200 packs were sent to secretaries/executive assistants for phase one of the two-step plan.

Our Thoughts

A great bit of theatre here. But the clever part is in realising that in order to get to the boss, you have to get to his P.A. first. For her, there’s the reward of some pampering at a spa, for him there’s the reward of…well, a bit of excitement. The vitamins must cost a fair bit to justify an idea that can’t have been cheap. Still, if they do extend performance in both the boardroom and the bedroom, as claimed, worth every cent.