Some days we have a bit of news from our own backyard that we’d really like to share with you. (Today is one of those days.) Recently, PLAY was given a very interesting brief: prove that yes, there is something new and exciting happening in the world of tissues, and that Kleenex is responsible. Kleenex wanted to launch their new Silk Touch tissues the biggest innovation in the category since the launch of Aloe Vera tissues 14 years ago. Our challenge was to generate interest in what is known to be a very low involvement product. So what did we do? We created a sensory experiential campaign, targeting major transport hubs nationally, as well as key retailers. Promotional staff dressed in all white distributed the Silk Touch samples across high traffic areas in Sydney, Melbourne, Brisbane, Perth and Adelaide. Their job was to get as many consumers as possible to “feel the difference” the Silk Touch slogan.

The campaign was a huge success, with great results for our client Kleenex. Over 1,200, 000 samples were distributed nationally, achieving a 30% sales conversion rate, definitely an exciting event in the world of tissues!