Velvet: Forest of Velvet

Agency name: Ogilvy Dublin
Client name: SCA
Category: Brand-building

BACKGROUND

The Irish toilet-tissue market is highly competitive with Velvet under pressure from other established brands such as Kitten Soft and Andrex, Velvet has increasingly realised that, to stand out in this market, they need to engage in distinctive activity.

The Forest of Velvet was a luxury bathroom experience constructed in a mini forest specifically planted at the Electric Picnic festival. Through this campaign Velvet sought to bring its ‘Campaign for Trees’ to life, building on the success of the previous year's activity whilst also communicating the brand's premium credentials. It provided a toilet haven for festival goers and clearly communicated that Velvet Toilet Tissue is a luxury brand with an environmental conscience.

Pre event PR and Facebook activity spread awareness, with festival-goers and all key media.