To promote a Free Music Download campaign in Ireland, Esso required a visually strong marketing concept to engage and encourage customer loyalty and participation. As a result, this needed to be populated across a wide range of Point of Sale material as well as website graphics for the music store.

The offering needed to be clear and legible for customers passing by, so using clean typography against a light background, and emphasising the word ‘FREE’ grabs the customers attention. The image choice is very campaignable especially for a potential UK rollout of the programme, as the promotion could appeal to various markets by changing the face behind the glasses to different age groups. The red sunglasses tie in with the Esso brand and also communicate the feeling of summer, which is when the programme ran. The multicoloured soundwaves help to suggest the musical, fun and exciting aspect of the promotion.

Designed at TCC.