Boots All Aboard
Aims & Ambitions
Boots recognised the need to launch this new system with some wow factor and impact as the launch was to take place over a period of approximately 14 months and there was a concern that the product will simply fade into existence and go unnoticed. It was of key importance to make sure any campaign used to promote the new system would engage with the staff at Boots to encourage a sense of involvement.
Boots were prepared to explore multi-channel marketing avenues to facilitate this, from online to indoor installtions. It was expressed by Boots’ internal communications team that they would like this to be the best thing in Boots in the last 35 years.
Delivery & Concept
Our plan was centred around four key areas. Ambition – the Boots Comms teams expectations for the project. Involvement – Getting the Boots workforce engaged with the content of the campaign. Update – Keeping the audience up to date on the project from start to launch. Delivery – Promoting how the system will be delivered and launched across the stores.
We used this year long journey to inspire our concept for the whole campaign – a cruise. Using the holiday experience of a cruise each step of the plan was designed and delivered around each step of a person’s time on holiday, from booking their ticket
The main focus of the campaign was to encourage Boots staff to submit their suggestions for the new brand name for their intranet system. We set up the ‘All Aboard’ website to collect suggestions and also allow users to vote for their favourite names on the Departures board.
It campaign was a huge success and by the end of it’s cycle recieved 899 name suggestions by Boots staff. A great incentive was to offer a holiday as the prize to the winner of the campaign which really helped drive traffic to the website. The site also gained 1027 votes on the website within 3 weeks voting time.Back to Case Studies