Van Schaik Bookstore has recognised the exam pressure students face at this time of year, and is offering some fun stress-busting support in September, by getting its customers to share their stress cures online and on air, in return for the opportunity to share their woes with fellow sufferers and to win great prizes.
The interactive, multimedia marketing campaign, plays out in-store, on radio and on the Van Schaik Facebook page.
In store, students are given bubble sheets to pop, paper bags to breathe in, are invited to bang their heads on the nearest wall and to cry on the shoulders of the shop assistants.
Between 13-17 September, iPods sponsored by Digicape, were given away everyday on 5FM radio on the lunchtime and afternoon shows, just by SMSing a stressbusting word to the station.
The Van Schaik Bookstore Facebook page offers the most laughs and help to students. Here, Van Schaik invites students to tell their stories of exam trauma, send in stressbusting tips, whine, vent, illustrate the stories with photos, cartoons, or video clips - Sane, insane, funny, crazy. Bang your head here!
In return for participating on Facebook, students can win: Exclus1ves games, DVD's, music and book vouchers, movie tickets and two cash prizes R1 500 each.
Stressbusters is a fun campaign with a serious message. Exam stress is bad for health and students need to find ways to cope with the pressures of studying, comments Margaret Vyver-Rambau, marketing manager, Van Schaik Bookstore.
Conceptualised by Catalyst Communications and executed by Draft FCB, the Stressbusters campaign connects the brand with its market in a very real, human manner.