Background

Johnsons wished to run a trial in the Manchester region to promote their student discount to the student population. The overall offer is 15% off all services, but there are many other bespoke offers that will feature throughout the campaign.

Objective

Inspired by and connected to their existing Drop & Go campaign, the requirement was to create a look and language for the campaign that can be used across a range of media – from in-store to advertising, to toilet posters.

Insight

Let’s face it doing clothes washing is pretty much at the bottom of (especially boys) fun things to do at uni list… however it’s a necessary evil. Whilst the concept of taking their washing to the laundrette may well be familiar to them, a service wash may not.

Strategy

We wanted to focus on ‘make better use of your time’ – so the act of getting your laundry done is as simple as drop & go!

We used humour to communicate that the students busy life may involve all manner of unsavoury ways of getting clothes dirty, but Johnsons offer the quickest, cheapest and least hassle way of cleaning their clothes.

Campaign

The promotion used a variety of media from student title press ads, online, in-store posters and also ambient media using beer mats.

In addition, social media links were included to assist with building longer-term communications with the student population. The campaign also use QR codes to help the students redeem the vouchers and to aid with the tracking of responses.

Results

The campaign launched in March and will run until July, and the beer mats will appear in Student Union bars for the start of the summer semester.