Set in a modern office workplace, the TVC takes the audience through a common scenario of a printer jam caused by the use of incorrect office paper by the office junior. The office hero steps in to assist and upon discovering what has happened cues the music. A high energy, co-ordinated break dance routine starts with a show-stopping head-spin! Reliable paper is handed to the office junior and the workplace resumes normality – printer problem resolved and harmony restored.

NEW REFLEX CONSUMER CAMPAIGN
To support the launch of the new Reflex Break Dancer TVC, an integrated media campaign commenced from the first week of March 2011 running through till the end of April.  The multi-million dollar campaign investment will be delivered with FTA and Digital TV, Online Search and Display media, Product sampling, an on pack call to action and a dedicated campaign website (www.reflexdancer.com.au) with consumer promotions, videos, downloads and more activities planned across the next 12months. 

TV schedule features the full 30sec execution supported by 15sec and 10sec billboards across Networks 7 and 9.

Program placements are during prime-time evening viewing for the office paper buyer demographic. The supporting online SEM campaign will deliver search results to direct consumers searching for information on the new TVC, the consumer competition or general Reflex brand or office papers information to the Reflex campaign website as well.

This dedicated campaign site will kick off with a 7-week consumer competition offering the chance to ‘play and win instant prizes daily’. Prizes on offer are music, entertainment and dance themed including JB HiFi vouchers, Ticketek Gift Vouchers and Ministry of Sound compilation CDs. Site visitors are also encouraged to forward the campaign site via a ‘Tell-a-Friend’ mechanic placing themselves into a bonus, cash prize draw.

The consumer campaign has been designed to maximise consumer touch points and consumer engagement in a unique and memorable way.

NEW REFLEX LOOK
In early 2011 the Reflex brand also reveals an updated look following a comprehensive brand maintenance project.  The project was undertaken to preserve a modern-day look across the Reflex logo and packaging and to reinforce the reliability positioning of the brand. The changes respect the Reflex brand heritage & appeal and build on the trademark equity established over the 25-year history of the brand. The new packaging design coincides with the campaign launch and the new look Reflex Ultra White features in the new Reflex Dancer TVC and supporting POS. Product roll-out commenced from March 2011 and the Reflex entire office papers range will transition successively across Carbon Neutral Ultra White, 100% Recycled, Recycled Pure White and Colours.


NEW REFLEX TRADE SUPPORT
To support the new TVC campaign and new packaging designs, supporting point of sale product materials have also been developed and available free from the Reflex website trade partner log in section. These materials include new shelf wobblers, A2 posters, shelf strips and display stand header cards all working to draw consumer attention and engagement with the Reflex brand and assist in updating your store POS inventory. Reflex Dancer Campaign trade presenters are also available from your Australian Office representative or for more details visit www.reflex.com.au and click on the Trade Login button.