CIM Marketing Excellence Award Agency of The Year

The Brief

Our client Micro wanted a partnership to promote its scooters during the busy back-to-school season. Micro was very keen to partner with a company that could help create an engaging project its customers could participate in, rather than just an easy ‘data entry’ competition or promotion.

The Activation

We approached Joules, a British retailer specialising in casualwear with 100 stores across the UK, and the two companies agreed to work together to support Joules’ “Create Your Own Storybook” back-to-school campaign.

Entrants were given the opportunity to create a digital storybook using words and imagery to be in with the chance of winning a Micro Scooter and matching accessories, along with other prizes.

The competition was supported across a range of areas.

Window Displays

Micro Scooters were placed within window displays in 33 Joules stores (smaller stores featured one scooter, while larger stores had two). Stores featuring the window displays also had a Micro Scooter vinyl logo as part of the installation.

The display scooters won’t go to waste, either. They’ll be used within Joules’ Christmas competition, offering further exposure.

Retail

The Create Your Own Story book competition was promoted in all 100 Joules shops using flyers and in-store communication.

Website

The competition was promoted on the Joules website, which receives 1.7m unique visitors per month. The promotion linked through to a microsite visitors could use to create their stories and enter the competition.

Micro Scooters also wrote a guest post on Joules’ blog pages during the competition. The blog has 12,813 active users.

From October 50k inserts in deliveries from Joules will promote the competition.

Finally, the promotion was pushed via prize partner Puffin’s channels including Twitter, Penguin Schools and World Book Day website.

Social Media

The competition was promoted on Joules’ following channels.

Facebook (400k fans)
Twitter (53.4k fans)
Instagram (66.4k fans)
Pinterest (16.2k fans)

Catalogue

Micro Scooters featured on the front cover and inside front pages of the Joules Back to School catalogue, which is sent to 40,000 people.

Joules Autumn/Winter catalogue also promotes the competition promoted and is sent to 100,000 people.

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