FilofaX-mas campaign
Posted on 23 October 2009
Filofax is as synonymous with Britain as cricket and a stiff upper lip. What a fantastic opportunity for Red Ant to take this paper based product and brand and further engage it with the digital world. Red Ant have created an engaging campaign microsite for their new beauty gift box which allows the user to explore the product and look at all the elements. The branding that Red Ant designed for the microsite was even used for the box of the product as it met the needs of the brand so well. The supporting banners and MPU's designed by Red Ant will also be displayed across various female targeted networks encouraging users to 'add a little sparkle' to their Christmas and drive them through to the microsite.Once Red Ant completed the Christmas campaign site, there was an opening blogger night. The filofax beauty gift box and the microsite were extremely well received and there was a real buzz in the Conduit Street store where the event was held. The fashion and beauty blogggers were all eager to post about the product before they had even left the store!
We have now started on the next stage of the campaign – looking at revisions of the messaging for the New Year, and we are already in talks regarding engagement campaigns of the future. The irony is that as big a threat as digital is to Filofax, with the support of the right engagement campaign and strategy, Filofax can turn this into their advantage and leverage the loyal customer base that exists online. Expect to see a lot more of Filofax in the digital environment, with Red Ant supporting them all the way.
