The ZM & Ansell Zero Promotion
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To promote Ansell's new Uber Thin Condoms, The Radio Bureau, Rainmakers Media & Advertising and ZM joined forces to create a promotion that captured listeners' imaginations, generated fantastic brand-buzz and made for great on-air programming.
With the ability to still make many people blush at the checkout, condoms are one of those products that many consumers don't want to spend ages perusing on the shelf.
Ansell needed to get the word out that there was a brand new, amazingly thin (but safe) product now available, the Ansell Zero.
To ensure that people were talking about, seeing and trialling this new condom for themselves, we handed the reins over to ZM listeners and asked them to tell us how they’d promote Zero ‘Uber Thin’ Condoms. ZM listeners naturally rose to the challenge, registering a raft of imaginative ideas at zmonline.com.
The three competitors with the most innovative (and workable) suggestions were then selected and put to the test! With the help of a ZM Thunder Driver, Ansell Product Worksheets, 200 Zero Condoms apiece and $50 a day, Lisa from Christchurch, Ben from Auckland and Chelsea from Wellington were given one week to bring their inventive promotional activities to life and to spread the Zero ‘Uber Thin’ word as far and wide as possible.
With a prize of $3,000 up for grabs, the three finalists went all-out to win over the public, impress other listeners and get Zero Condoms into the hands of as many people as possible.
During the week-long promotion, Aucklanders, Wellingtonians and Cantabrians were treated to glad-wrapped buildings, flash mobs, kissing boothes and road signs plus Zero-Parties, bungy-jumping, Zero facebook groups and a helium-condom ballon extravaganza.
This highly visible raft of activities took the Zero word online, into social networks, out on the street, into people's hands and on-air as the ZM DJs kept listeners abreast of the finalists' latest promotional adventures.
On-air coverage included trailers, live crosses and announcer liners; the ZM website posted daily blogs and photos and the ZM Downlow took the promotion out to 69,000 subscribers.
Chelsea put together an impressive variety of events ranging from branded kissing booths, an in-mall bed installation, a popular Zero Themed Party and an outdoor helium-filled condom extravaganza.
Our sources tell us that she consistently explained the unique features of the product to the public and even ran a product quiz at her Zero Themed party.
Because Ben also did a great job with his campaign, he was awarded a ZM runner up prize for his outstanding efforts.
This promotion is a great example of just how responsive radio listeners are and the lengths they’ll go to for their favourite station.