10. May 2012
CMW and Elastoplast have teamed up with Lewis Moody to create some 'Xtreme DIY' virals to show the strengh and durability of Elastoplast plasters.
Ex-England ruby international, affectionately known as ‘Mad Dog Moody’ on the pitch for his fearless approach to play, perfectly represents the toughness and durability of the Elastoplast product and resonates well with the predominately male audience the brand is looking to engage.
The campaign comprises of three films showing Moody getting to work with some extreme DIY. The first film, ‘freestyle vertical tiling’, launched on Friday, sees the star try to tackle a tiling job while being restrained by a heavy-duty bungee. Its launch was timed to promote the brand ahead of the bank holiday weekend, a notorious time for DIY mishaps that traditionally sees in a spike in product sales.
By Tuesday morning the film had already received almost 100k views.
http://www.youtube.co.uk/UKElastoplast
The second and third films, ‘Velocity concrete drop off’ and ‘Jetstream wallpapering’ launching later this week, will feature Moody tested to the max with more extreme DIY challenges. (www.youtube.com/UKelastoplast.)
The films dramatise the tough, waterproof nature of the product and demonstrate that it will offer protection no matter how tough the task becomes. Want to know more? Give our Business Development Director, Paul, a call on 020 7927 3657.
