With an integrated ‘shower domination’ campaign in fitness clubs across the country, Jergens recently used Zoom Media’s out-of-home (OOH) ad network to put its Moisturizer for Wet Skin directly in target customers’ hands.
Kao Canada and Free For All Marketing arranged the campaign in GoodLife Fitness and Energie Cardio clubs, which allowed women in the change rooms to test the skincare product through a branded dispenser fitted into each shower stall. The installations were complemented by ‘classic’ Zoom ad boards.
“Almost 75 per cent of female GoodLife Fitness and Energie Cardio members visit their grocery store after the gym,” explains Chris Corvetti, Zoom’s vice-president (VP) of sales and marketing. “The fact GoodLife has locations within Loblaws and Real Canadian Superstores helped us guide consumers directly to the product after sampling.”
