CAMPAIGNS: Product Launch - Slendertone takes Frank PR approach

Client: Slendertone

PR Team: Frank PR

Campaign: Flex Bottom and Thigh Toning System launch

Timescale: July - Aug 2001

Budget: £100,000



Frank PR was appointed as Slendertone's retained consumer PR agency in

February. The Slendertone Flex Bottom and Thigh Toning System became the

latest addition to the Flex range of body-toning products for the

summer.



Objectives



To create a platform to launch the Slendertone Flex Bottom and Thigh

Toning System to a body-conscious female audience in a unique and

impactful manner, and to get people talking about the product.



Strategy and Plan



Frank signed up top Hollywood body double Anita Hart, who had previously

'bottom doubled' for stars including Pamela Anderson, Liz Hurley and

Cindy Crawford, to be the 'Bottom of Slendertone Flex'.



Frank came up with the concept to immortalise Hart's rear as the

largest-ever bottom advert, and rented the largest ad space on the

corner of London's Oxford Street and Tottenham Court Road.



Surrounding the unveiling and Hart's trip to the UK, Frank sold a series

of features, stories and interviews and photo shoots to major

titles.



This would generate mass media coverage and in turn create the maximum

amount of 'talkability' about the product - and how it helps users get a

better bottom.



Measurement and Evaluation



Hart and the advert received widespread coverage across national press

including The Sun, The Mirror, The Star and Evening Standard.



Hart's bottom was also on the front cover of The Sunday Times Style

supplement with a feature story inside. Other coverage was generated in

publications including Now, Celebrity Bodies and Health and Fitness.

Hart was also interviewed on more than two dozen national and regional

radio shows.



Results



Sales of the Bottom and Thigh Toning System surpassed all targets.



As a result of the campaign's success, Slendertone subsequently used

Frank (and Hart) to launch the product in the US and the agency is

working on plans to roll-out the concept across Slendertone's important

European markets.



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