An authentic surfing feeling for students – a fresh, unexpected campaign from the financial services provider, targeted to enhancing appeal and likeability. “California dreaming” made by
Development of a roadshow concept targeted to students for the occasion of MLP’s 40th anniversary. With a likeable and surprising brand campaign, the goal was to create a new image for MLP and to ensure access to universities and colleges. A key requirement was also to involve MLP consultants at local business locations.
With surfing and the slogan “Catch your success wave”, a thematic world was created which can be used by MLP with credibility, while appealing to students. At an interactive surf module, the students could prove their skills on the board – with a prize to Hawaii for the tour’s best girl and guy.
A 1971 “VW Bulli”, the year MLP was founded, created a link to the anniversary, while supporting the surf feeling on location. In lawn chairs, the students could relax, enjoy a free coffee Melitta (coopo partner) and engage in chats with MLP consultants. A great way to establish contacts and enhance image!
Roth & Lorenz sent the team to a total of 33 colleges and universities throughout the country, integrating the roadshow with social media and supporting activities on the MLP website. We would look forward to a new edition of the Surfin Tour in 2012.