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Showering morning traffic with fresh innovation
If you were on the corner of Glenhove and Oxford Road in Rosebank, Johannesburg, one morning last week, you would have witnessed the wet Shower to Shower promotion, which gave morning traffic fresh insight into the product and YFM.
Shower to Shower, together with the freshest breakfast team from YFM, staged a live shower breakfast show to reach their target audience and communicate the fresh new look and feel of the brand. While interest was generated on YFM by the upbeat DJ Fresh, members of the popular local band, Skwatta Kamp and other celebs like Dre and Hlubi from Isidingo, took to the shower in a transparent cubicle under an inflatable Shower to Shower arch, to promote that "Just Showered Fresh Feeling." Wide-eyed motorists were presented with product samples.
Traditionally, the Johnson & Johnson Shower to Shower brand is found in aerosol deodorants, anti-perspirant roll-ons and has been very strong in the female market. The aim of this promo was to target the black male urban market, hence the relationship with YFM and the freshest breakfast show.
The two-week run-up to the event included a competition on YFM - "Life's Best Moments" from Shower to Shower. Listeners had to email DJ Fresh their story of a life changing 'event' that had happened during the day - between showers, to stand a chance of winning a cash prize.
The agencies were DDB and Initiative Media.
