VIP – TMS12 along with their creative partner devised a very successful campaign for VIP e-cigs.

The campaign was based on building awareness of a product giveaway and incorporated the media platforms of TV, National Press and Radio.

It started with a 5-day teaser TV campaign directing people to watch the giveaway post-9pm on 9th December, this was supported by both larger circulating National Press titles and Talksport Radio on the day of the giveaway.

The campaign trebled VIP’s customer handling capability with an unprecedented volume of traffic – with 4000 hits per second from 9pm until 11pm.

While, as the chart below demonstrates, the Google search went ballistic with people searching the VIP site during the hours of 9pm – 11 pm.