The creative team at Matrix set about developing a universal concept for the Leapfrog promotion that would appeal to both adults and kids throughout the promotional period and that would be unique to both the brand and the real estate category in general. Matrix had already been instrumental in creating a character, "Sproing", for the new brand and it made sense therefore to further exploit this brand asset in developing the promotional concept as briefed. Belinda Hogg (creative director) created an eye mask design based on the character's facial features and this then formed the nucleus for the concept under the promotional theme of "Win with Leapfrog this Leap Year". 60,000 eye masks were made readily available through all Leapfrog branch offices and show day's between 18-29 February. 35,000 flyers were distributed within key catchment areas, supported by press advertising in the respective property publications during the promotional period. This was further supported online at www.leapfrog.co.za.

Members of the public were encouraged to visit either a branch office or show house to obtain their free mask and to wear it on the 29th with the incentive, that if spotted sporting the Leapfrog branded eye mask they would stand a chance of winning one of many "leaptacular" Leapfrog hampers.

[10 Mar 2008 13:38]

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