Scruffs Hard Wear: It's gonna get dirty - IPA Effectiveness Awards Case Study 2005

Brief Description: The paper shows how a unique and somewhat controversial advertising idea led to a communications strategy that sparked consumer interest, launching a new brand. The campaign gave the target audience exactly what they wanted in a tone of voice they can relate to, fitted perfectly with the brands personality and satisfied all of the marketing objectives. Based on simple product demonstration the creative executions captivated the target audience by showcasing key product features and benefits in a mock porn DVD. An integrated communications approach using press, outdoor, direct marketing, online and PR maximised exposure to the target audience ;---(TAGS)--- Full Title: Scruffs Hard wear - it's gonna get dirty ; Number: 2005/11 ; Brand Name: Scruffs Hard Wear ; Client: Birchwood Products ; IPA_ProductCoding: Clothing & Accessories (Workwear) ; Agency: CheethamBell JWT ; Author: Adam Fothergill ;