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Media Strategy

When we arrive home from holidays with the dreaded dirty clothes, our minds quickly turn to the washing machine . This was the consumer insight on which we brought Surf to the attention of the consumer as they arrive in Dublin & Cork airports during the summer months. We took ownership of the Arrivals hall through advertising on the bulk heads, baggage belts & suitcases in the baggage reclaim area. 'Holiday' themed sampling teams captured 300,000 arriving passengers with product samples as they exited the Arrivals Hall.

Creative Execution

Bring your clothes back to life with Surf.  Simple, tailored execution using  vibrant colours. 

Target Audience

Housekeepers with kids who are looking for the best fragrance in their laundry at the right price.  

Effectiveness

Direct contact was made with 300,000 consumers by giving them a  product sample  and  a €1 off  offer in style of a mock-up boarding card. Over 4 million passengers were exposed to the advertising in  Dublin airport alone. Surf sales were up 5.5% in total over the period of the campaign and it's market share was also positively affected.