Weleda’s Skin Food is the ultimate natural moisturiser for dry, rough skin everywhere. Weleda even suggest that if there’s just one thing you need to take to a desert island, it’s this little green magic tube. Skin Food is a saviour of dry, rough skin on faces, elbows, hands and feet – wherever you take a lot out of your skin, let Skin Food put it back in.
Goals/ Challenge
Weleda’s aim was to attract new consumers to their brand and to one of their top selling products ‘Skin Food’ which sells one product every 10 seconds around the world and is loved by celebrities and makeup artists. It’s a product perfect for dry skin or environments where your skin can become dry so enter CARTEL Media to give audiences the chance to see for themselves how magic this ‘magic tube’ really is.
Solution
Alongside a digital campaign, CARTEL Media ran unmanned sampling activations at eight of our Classic Fitness CARTEL gyms over a six week period, offering a sample-size of Weleda’s Skin Food to their members via a branded sampling tray positioned in hight traffic areas in these locations. The custom counter tray was suggested to Weleda and printed by us to neatly display the products alongside a fact sheet flyer & poster positioned in the venue for the audience to get more information. A perfect product to sample in these locations, they were a real hit with members and helped grow the awareness of Weleda as a brand and their iconic Skin Food product.
Samsung Wearables
The new Galaxy Watch6 is currently Samsung’s most powerful Galaxy Watch, with approximately 18% faster processing power and a bigger battery so it can keep up with your routines. A perfect tech device for the fitness audience, CARTEL’s Fitness Network was the perfect place to share it’s announcement with this targeted audience.
Challenge/ Goal
With Samsung’s wearables, they know they’ve got a great product for an active audience with disposable income. The Fitness industry is considered a “Yes, and” industry, meaning that fitness consumers are always looking for products and services to help them function better with their fitness lifestyle and goals. Samsung also wanted to lock in bursts of activity to stretch through Q1-Q2.
Solution
With NZs busiest and most premium fitness sites, CARTEL Media was able to deliver a campaign nationally on their handpicked set of DOOH inventory. With multiple creatives across 3 burst, CARTEL Media was able to deliver great value through bonus panels and bonus to achieve maximum impressions throughout the campaign.
Anchor Protein+
Anchor identified the Fitness CARTEL as great positioning to promote their Protein+ products which contain a higher percentage of protein for fit and active customers. To help their audience understand their personal protein intake needs, they created an online calculator that only required a few bits of information.
THE SOLUTION
Our HD 55″ free-standing touch screen units are portable, allowing the option to schedule in a number of our premium Fitness CARTEL locations. With simple on screen instructions, the kiosks could be left unmanned for members to try in their own time.
This touch screen activity was supported by an ongoing Anchor Protein+ media branding campaign which was displayed across our 55″ permanent kiosks within an extended Fitness CARTEL site list.
THE RESULT
Anchor demonstrated great informational brand marketing with the use of this tool in providing credible information through this calculator touch screen tool. These sort of interactions with information will build brand trust and value.
There was an estimated gym member foot traffic of 2,932,870 over the campaign duration. Media Ads counted in at 406,080 on our 55″ Digital Kiosks, and foot traffic passed the touch screen tools of 102,756.
Bonds X-Temp
Bonds X-Temp is a male underwear product which has temperature regulation technology built into the garment. The target male-only audience was required, along with those with a busy active lifestyle and a mid-high income to match the relative price-point of the product.
The Solution
Using our nationwide selection of male bathroom frame ads, this was the perfect environment to capture a 100% male audience. This environment also added a significant amount of relevancy with gym and health club bathrooms being the only place men undress outside of their homes and are therefore reminded of their undergarment choices.
With the luxury of working with most of NZ’s best gym chains in the Fitness CARTEL, we used demographics like income to target the correct audience. With X-Temp having a higher relative price-point, our premium range of gyms including Les Mills, Next Generation and Health and Sports were used.
The Result
Using 65 Fitness CARTEL locations around NZ, the campaign duration allowed for an estimated foot traffic of 350,000 through the male bathrooms. Feedback from our facility partners was positive with the relevancy of the product for active lifestylers noted.
With a modest budget, CARTEL Media was able to target the right audience, at the right time.
Spark Endless Data
Spark’s new Endless Data Mobile Plans offer endless supply of data so that New Zealanders can continue to do the things they love, such as streaming their favourite shows, listening to music, scrolling through Social Media and keeping in touch with family without running out of data.
THE SOLUTION
CARTEL Media knew exactly where this campaign needed to be seen.
We offered Spark two sets of environments we knew would capture their target audience; 70 gyms and 80 bar locations throughout New Zealand. With high residing time in the common areas of these environments, it was agreed that the best media option to get this campaign seen by the targeted audiences would be with our DOOH in our Fitness Network plus Bathroom Frames and Coasters in our Bar Network.
THE RESULT
The artwork for this campaign was undoubtably unmissable with its bright purple and pink colours and clever catch phrase’s such as “BECAUSE YOU NEED TO WIN THIS BAR QUIZ” and “NO DATA? NO WAY OUT OF THIS DATE”.
With Spark’s partnership with Spotify on this campaign, its unmissable artwork, together with CARTEL Media’s 150 locations this campaign was part of many conversations.
Z Espress
Z Energy, as well as supplying fuel to kiwi customers, wanted to build on their reputation and market share of making great barista coffee. Z Energy wanted to send out the message that they could not only provide a great fuel supply service, but that in store, Z Espress were also the stop to make for a good cup of coffee.
But with so many Z Espress locations, how could they achieve a great outcome in a competitive market?
THE SOLUTION
CARTEL Media were called on to offer solutions to two problems; how could Z Espress spread the message that they make great coffee to the surrounding areas of all their Z Espress locations, and at the same time get free coffee vouchers into hands in those many places.
The Fitness CARTEL was not only able to solve both these problems but could offer environments, that like Z Espress also operated at all hours of the day. With over 100 gyms that operate 24 hours, in the areas that Z Espress serviced, and over 400 staff across those locations that were willing to distribute those vouchers, the campaign was formed.
THE RESULT
Using 65 Fitness CARTEL locations around NZ, the campaign duration allowed for an estimated foot traffic of 350,000. Feedback from our facility partners was positive with the relevancy of the product for active lifestylers noted.
With a modest budget, CARTEL Media was able to target the right audience, at the right time.
HPA Measles Immunisation
The Health promotion Agencys “Be a Guardian of the Future” is a campaign to motivate at-risk target audiences who may not have been immunised against measles to go and get a Measles Immunisation “it’s easy and it’s free”. When you immunise against measles, you don’t just protect yourself. You also protect your whānau, your community, and future generations from harm.
THE SOLUTION
To resonate with age groups between 18 to 30 and populations who are particularly impacted by measles, our client knew that we had the networks to do it, they chose our Fitness & Sports/ Family Centre’s/ Bars and On-demand CARTEL networks, using 4 types of media for this campaign, Digital Signage, Tactical Banners, Bathroom Frame Ad’s and Billboards. With two diffrent eye catching creatives specifically targeting audiences and with its strong message this campaign was set to not be missed.
THE RESULT
This campaign was installed in a number of CARTEL Locations spread throughout the Northland, Bay of Plenty and Queenstown regions. The demands of this campaign were met by CARTEL Media and the campaign continues to run from November 2020 till now.
Paco Rabanne Invictus
Paco Rabanne is an internationally known fashion designer that created his brand of perfumes in the 1960’s and has been creating timeless women’s and men’s fragrances ever since. Paco Rabanne “Invictus Victory” is a new men’s eau de parfum with a composition of citric lemon, woodiness, sensual vanilla and fiery tonka bean notes, the perfect mystical scent for any man that is a legend.
THE SOLUTION
With Paco Rabanne having a higher price-point we used demographics like income and gender to target the correct audience with a range of our premium gyms such as Les Mills, Next Generation and Exodus Fitness. These premium environments added a significant amount of relevancy with male gym members taking a shower after a sweaty workout and being reminded of their fragrant choices before they leave the gym.
With 2 or more digital screens within our premium gyms we knew that this form of media would not go unnoticed. We also suggested sampling which would get the product into the hands of their consumers quickly, increasing exposure and allowing the consumers to get a trial of the product and leave them wanting more.
THE RESULT
The 6 week campaign duration allowed for an estimated foot traffic of 256,890 through the gyms allowing 38,400 plays across all digital signage. With our manned sampling in a chosen top premium gym in central Auckland, we were able to distribute over 200 samples which also included a voucher for a free 5ml Invictus bottle when purchasing an Invictus Eau De Parfum in Farmers stores.
