Get The Music, Get The Look with Clean & Clear and 34Woman

Below-the-line agency, 34Woman and client, Clean & Clear®, have launched a national campaign that encourages teenage girls to Get the Music, Get the Look when they purchase Clean & Clear®.
Get The Music, Get The Look with Clean & Clear and 34Woman
Get The Music, Get The Look offers a free music track download with every promotional Clean & Clear® pack. Using a unique code found on their Clean & Clear® pack, consumers can download songs directly to their cellphones, choosing from a selection of 150 of the latest songs from three musical genres: hip hop, rock and pop.

Song lists are regularly updated to keep up with this market's thirst for the newest releases from their favourite artists.

Get The Music, Get The Look with Clean & Clear and 34Woman
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"We know teens love experimenting with the way they look and the music they listen to. By identifying with a specific subculture and its music, style and slang, teens can express their individuality while also fitting into a group," explains 34Woman Managing Director, Judy During.

This market is also very influenced by the promise of instant gratification. "We wanted to create a campaign in which they were immediately rewarded for purchase with something we know they want - music!" says Clean & Clear® Brand Manager, Jeanne-Mare Africa.

To make the deal even more enticing, consumers are entered into the draw to win one of three R10 000 Superstar Makeovers for themselves and their best friends each time they download a track.

A variety of activities in relevant channels will drive the promotion including in-store activations, point-of-sale, on-pack stickers, competition and advertorials in teen and family magazines, online presence and MXit messages.

Get The Music, Get The Look runs from 15 March 2011 to 31 May 2011.

1 Apr 2011 12:21

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