Tontine Imc Case Study

Tontine: The first pillow with a ‘best-before’ date

Questions:
1. Why is love blind when it comes to pillows?

People seem to strongly resist changing their favourite pillow, determined to keep it despite their pillow getting too old and developing germs. The term ‘blind love’ is appropriate as people generally use pillowcases, which hide any visible staining or germs.

2. Describe Tontine’s anxiety-solution approach.

Tontine’s anxiety-solution approach is a two-stage method:
• Firstly, Tontine determined that they needed to create widespread consumer anxiety through raising awareness of the biological concerns that an old ‘grotty’ pillow can pose;
• And secondly, Tontine would capitalise on the developed anxiety by adding a new feature to their pillow products, a date-stamp for when each individual new pillow should be replaced, when they would no longer be ‘fresh’ and relatively free of germs (like a use-by date for food and drink products)

3. Describe how Tontine joined with retailers to boost the effects of IMC.

In coordination with major retailers such as Myer, Target, Spotlight, Big W, David Jones, Harris Scarfe and Harvey Norman, Tontine utilised a special integrated point-of-sale event. This event included amplified POS activities (e.g. instore promotions, signage, check-out exposure etc), increased catalogue exposure, and mobile pillow bins which encouraged consumers to dispose/exchange their old pillows for a new Tontine pillow.

4. Describe the essential elements of Tontine’s 5-day media blocking campaign.

The 5 day media blocking campaign commenced on Wednesday 20th with a huge TV event (advertising) across all commercial networks – in order to ‘road block’ viewers and minimise avoidance of exposure – during the evening prime TV audience time. This was supported by significant drive-time radio coverage that afternoon. The