Manchester-based retail marketing specialist, The Market Creative has unveiled its new multi channel campaign for Johnsons the Cleaners to encourage the students of Manchester to get their laundry done for them.
The Market Creative team was briefed to develop a campaign that generates awareness for the overall Johnson’s offer as well as specific deals that are relevant to student life. In this campaign the retail estate was the bedrock of the activity.
The story begins in the retail environment where students are asked ‘however the mess gets there, Johnson’s will get it out’. Using language that’s more appropriate to the broader retail environment, but imagery that will certainly surprise and stop students the retail solution hijacks the windows. The campaign then develops when we reach the locker room when language and imagery is much more in the vernacular of students – a cheeky diversion for the brand.
Sue Benson Managing Director at The Market Creative says: “We had great fun creating this campaign. It’s a really interesting process testing a variety of copy tones that both satisfy the client and which students will respond to. Let’s face it, laundry is probably not at the top of most students ‘to do’ list – so we had to find ways to intrude their lives by replaying back some of the mischief they get in to. The campaign is a great example of using channel specific messages to engage with the audience as it spans retail, press, ambient and social media.”
Ellie Tuite-Dalton, Category Manager at Johnsons the Cleaners adds: “Although we’ve always had a student discount this is the first campaign we have done to really drive sales. The campaign also gave us an opportunity to test new technologies such as QR codes which The Market really brought to life.”
The campaign runs across all of Johnsons’ city centre Manchester stores, The Mancunion and the university sports and recreational facilities.