The campaign, devised by Claydon Heely Jones Mason, follows Bartle Bogle Hegarty's 'Love Every Bit' above-the-line work and encompasses email, ambient, press and outdoor activity.
Girls and young women are being invited to a one-day event, the Impulse Love Every Bit Academy. Online ads and e-shots will direct them to a competition , which has is a strong focus on capturing data. The website, built by Glue London, enables users to enter a draw to win tickets to the event.
The academy will be hosted by TV presenter June Sarpong and will feature style, beauty and music personalities such as R'n'B singer Jamelia. Winners will have their hair restyled, learn to DJ, receive a massage and get a preview of Kookai's autumn/winter collection.
There will be four zones: body, beauty, confidence and style. Each zone will be hosted by an 'Impulse Angel' such as Carrie Grant, the voice coach from BBC talent show 'Fame Academy'.
Cinema ads and a press campaign in Heat, New Woman and More will support the campaign. Media planning and buying is through Initiative.
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