wilkinson sword no more hairy moments
01
challenge
Shoppers often overlook mundane tasks such as purchasing a razor, so how do you make it engaging and emotionally relevant throughout the year? The objective was to tie into key seasonal moments to drive purchases by offering consumers a compelling incentive to participate.
02
insight
Everyday life can be demanding, and people often dream of escaping their routines. A meaningful connection could be made by aligning the campaign with key occasions such as a New Year fitness journey or another wet British summer. A high-value reward, like a Secret Escapes getaway, would provide the perfect motivation.
03
idea
A year-round shopper campaign was developed, to give consumers the chance to Escape the Everyday by winning a dream getaway with Secret Escapes. Key seasonal touchpoints, such as Mother's Day retreats and summer escapes, were leveraged to make the campaign timely and relevant.
Shopper Activation
Eye-catching in-store displays and digital touchpoints maximised visibility, ensuring the competition remained front of mind at key shopping moments.Emotional Connection
Messaging focused on providing a well-deserved break, positioning the campaign as more than just a prize draw but a moment of indulgence and escape.Seamless Participation
A simple entry mechanic encouraged engagement, making it easy for shoppers to take part.
04
Results
The campaign delivered impressive results, with an average sales increase of 166% across retailers and a standout 298% uplift at the best-performing retailer. The New Year promotion in Asda ranked among the year’s top five, attracting over 17,000 entries. By tapping into real-life moments and offering an aspirational reward, the campaign drove strong participation, boosted brand loyalty, and positioned the product as a gateway to memorable experiences.