Radio launches F1 campaign for M&S
Bath-based designers, Radio, have produced an internal launch campaign for Marks & Spencer's teenage boys' F1 clothing collection, featuring Lewis Hamilton.
Radio previously worked with M&S on the launch of the David Beckham DB07 range. This lead to them being tasked to create a campaign to inspire, excite and inform staff about the new collection, entitled 'Living the Dream', available instore from October last year.
Part of Radio's brief was to communicate details about the new customer competition which ran alongside the collection. Using a standalong website, www.livingthedream.com, customers could enter their 'dreams' online, and each month an M&S panel selected a certain number of dreams and made them come true. A percentage of net sales of each garment within the 'Living the Dream' collection was used to fund the monthly prizes.
Radio's campaign comprised 4,000 booklets and product card sets contained in an opaque pouch, plus invitations to an exclusive launch event, all of which went out to M&S staff across the UK in September. Their next campaign for the retailer is likely to be for Back to School ranges in July.
