Bring out your Sparkle Campaign
The purpose of this brief was to extend the female target audience into the younger 16-25 year olds’ market making them aware of what Champneys have to offer for staying healthy, keeping fit and living with vitality.
The campaign comes from the fact that most people in this age range would want to live with vitality, core to the Champneys brand, and that this age group will live, grow and develop. The concept started with the idea that people are already perfect in their own way and Champleys adds the gold standard. The idea that links to this comes from exploring ‘your world’, and extending yourself and the concept further, to ‘your cosmos’ a wider field of exploration with the strap lines ‘Bring out your Sparkle!’ and ‘Explore your Cosmos’. The campaign relates to the inner you and can also be linked to stars and A-listers, as mentioned in the brief.
The integrated strategy for this campaign starts with targeted ads on Facebook for girls/ladies within the age range encouraging people to engage, followed by posts from Champneys. This is reinforced with full page adverts in Look and Now magazines showing long copy about Champneys. Also on a digital platform a web banner will be sited on Look and Now websites providing a link to Champneys. As this is a young audience who may or may not drive but will be out and about the adverts will be seen at bus stop locations in towns and cities for general brand awareness as the target audience are likely to be media savvy and able to access Champneys through this.
Web banner
