Tontine date stamped pillows: While you were sleeping, a brand category was being redefined
Fair to say, I wouldn’t have predicted that the most interesting marketing strategy I’ve come across this week would be for pillows.
But Happy Soldiers’ work for Tontine was beginning to get my attention even before a pillow turned up in the office yesterday.
That morning, the SMH featured a cover wrap plugging the pillow.
I’d also seen it on TV the night before. Last night, it made Today Tonight with a five minute segment.
love it
We were just talking about this yesterday in the office here! My boss went out and bought SIX new pillows. I bought a new one too. everyone is going pillow crazy.
I thought this was a great campaign. Unfortunately i now can’t sleep for worrying about whether my pillow is out of date.
LOVE this campaign. Best of the year, and proves that simple campaigns where all agencies are pulling in the same direction can still perform better than fancy social media ‘experimentations’.
Hope they sell a load of pillows.
Altough I bought a new one and it gave me a sore neck – back to the flat old pancake pillow, ecosystem and all !
Love it! Very clever to tailor the message for each time slot or genre. Gotta go buy a new pillow right now!
And the whole shebang is wonderfully augmented by the below. I know it’s a free plug, or should that be free pillow? An excellent campaign that has been dreamed up. Oh dear, what have I said!
From: Catherine Collard
Sent: Wednesday, 20 October 2010 4:41 PM
Subject: Tontine Mobile Pillow Exchange
Importance: High
Get down to Westfield Doncaster Shopping centre this Friday 22nd and Saturday 23rd for a free pillow exchange. Bring along your old (dirty) pillow and exchange for a new Tontine Fresh one!
Pass this email along to family and friends so they too can enjoy a new Fresh Tontine Pillow J
Kind Regards,
CATHERINE COLLARD
Senior Product Manager
Tontine 2DWord Logo_sm_300dpi
Tontine Group
144-168 National Boulevard Campbellfield Victoria 3061 Australia
T +61 3 8359 4522 F +61 3 8359 4559
ccollard@pacbrands.com.au
great strategy and execution. worked for me.
Very smart – repositioning what we all perceive to be a “consumer durable” into a perishable good with a Best Before date. Wish I’d thought of that.
Would love to see the sales data on this one re: ROMI
I also saw the van with outdoor ad, driving around with a mobile-drop-off box, where you can swap your old pillow for a new one! Caught my attention.
Fantastic! Best use of media I have seen in a long time. Get me one of them pillows. I am buying them for all my family.
Congratulations to all involved – you should be very proud.
Call me old fashioned but doesn’t anyone wash their pillows anymore?
Next from PacBrands, one day use, disposable Bonds undies.
I only have one word for this compaign (and segment redefinition) – GENIUS!!
i was at supa centa today and i noticed a lot of ppl with new pillows!!
I was at Broadway and noticed the exact same thing!
While I can appreciate the clever execution – my problem is with people who are gullible enough to swallow the “pillow has an expiry date” line they are pushing…
Perhaps it is time for some legislation to be enacted that will prevent idiot Australians from breeding…
I love it. Very clever, almost cunning.
Not sure if i’m buying a new pillow, but i’m going to inspect mine closely tonight.
what’s all this ‘redefine the category’ guff? People forget that their pillow gets festy so Tontine has reminded them with a scare campaign. The execution is very well done but there’s no genius in the idea
yes, but no one else thought to do it! It’s such a clever point of difference…
The stories on ACA and Today Tonight on pillows incubating germs probably helped spur the mass purchase of pillows too. The publicity and marketing together have pretty much given blanket coverage to this issue!
I love it! What a fantastic award-winning campaign!
I’m buying new pillows faster than you can say “grow a whole new eco-system”!!