Friday 13 August 2010

It's Simple....no, really!

What do you get if you combine a top-rated TV programme with the UK's number one over-the-counter skincare brand? The Simple Wellbeing Challenge.

It all started last year on ITV's Tonight show, when teenagers agreed to rid themselves of all make-up, fake tan, fashion and gadgetry for a social study by Emma Kenny, GMTV's resident psychologist. The marketing team at Simple saw the programme, called Make My Kids Happy, loved it and knew it was a perfect fit for the Simple brand. They nabbed Emma and came up with the idea of using the massive Simple database – carefully developed over the past few years by many, many on-line campaigns created by our team at Idealogy – to target teenagers in schools across the country and challenge them to see if removing lippy, binning the mobile and taking up volunteer work would lift their spirits. And then they handed the brief over to us.

We say us, we actually mean Simon Johnson, Idealogy's digital media director. He and Shelley managed the project, creating a new promotions page on the www.simple.co.uk site with downloadable leaflets and flyers, an area for teens to take the Rosenberg test (the measuring tool for the experiment) as well, of course, ways for users to share the information with others, such as via Facebook. It looks clean and simple (and Simple) thanks to Shelley's superior design skills and the talent of our web developers.

So, job accomplished, and in a very fine and dandy way too. Now we're just waiting for the Simple team to take inspiration from Top Gear. It will happen. We're just waiting for the call.


Posted by Simon Johnson



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