VIDEO CLIP

GAULOISE BLONDS
Gauloise Blonds (competitor to Camel cigarettes) launched a new cigarette pack.

Goal: Convert Camel smokers to Gauloise.
Venue: Live In-Restaurant Campaign
Scope:

• The piece was very tightly targeted - 25-35 year old Camel smokers
• 200 shows; 100 different venues over 5 weeks
• Each performance was followed by the distribution of merchandise

Reach:

• First contact: 20,000 people;
• Word of mouth 50% at 1:2 and 50% at 1:4 = 60,000 people
• Total reach: 80,000 people

Result: O&M pulled back on their above-the line advertising so the results of the

Reality Marketing campaign could be measured. Gauloise Blonds experienced a 25% increase in sales over the period.