THE CHALLENGE | Exciting Creative Shortens the Relationship Timeline

Autoglym, the leading car care brand, approached BCM Agency to support the launch of their new Ultra High Definition Shampoo which was being rolled out through all Halfords branches across the UK.

THE BCM APPROACH

BCM Agency worked alongside the in-house marketing team to create a tactical, multi-channel launch, to deliver a product awareness and customer engagement campaign.

A strategic approach to developing the message, combined with a responsive turnaround, saw all campaign elements delivered quickly in order to meet the short deadline for the imminent product launch.

THE SOLUTION

To launch Autoglym’s new Ultra High Definition shampoo, BCM Agency:

  • Created a “Hall of Foam” competition embedded in Autoglym’s website which was promoted through supporting email and social media campaigns, alongside in-store displays.
  • Created fully compliant terms and conditions to support the skills based competition, where customers answered a product question and uploaded a photo featuring their car and the shampoo which were shared on #UHDhalloffoam.
  • Designed product illustrations and copy for engaging POS displays.
  • Further supported the product launch through competition entry management and prize fulfilment.

THE RESULTS

The product launch of Ultra High Definition Shampoo was a success, resulting in:

  • Over 850 competition entries in the first 4 weeks.
  • Over 1000 units of the product being sold in the first month.

Danny Reni, Customer Marketing Manager from Autoglym says,’UHD Shampoo is a premium product and we needed to launch it with a big ‘bang’ across all channels. The ‘Hall of Foam’ competition to win an UHD TV was highly effective in supporting in-store sales as well as social media engagement. Thanks to BCM Agency for proactively developing the channel strategy, concepts and managing delivery of the prizes.’