Four Square Club Promotion
Kingsize Moves: Giant Games
Four Square. Four events. All kingsize!
Four Square sponsored a series of four events created by Ogilvy
& Mather Promotional Campaigns to enhance the image/trigger
purchase and usage of Four Square cigarettes among members of
clubs. Since advertising of cigarettes is not permitted, the
brand associates itself with imagery that is "kingsize",
larger than life, which also recalls the Kingsize length of
Four Square Kings. Each event was branded "kingsize",
to trigger brand association: Kingsize Moves (life-sized Noughts
and Crosses and a Giant Jigsaw), Kingsize Quest (Treasure Hunt),
Kingsize Hours (dinner and dance).
Below is a direct mailer/take-one (rack card) directed at club
members. Dates and schedules were filled in by hand. Special
stationery with the name of the event was also printed for the
Clubs to type their own letters and publicise the event to their
members. Posters were printed with a single poster "frame"
using the Four Square red colour and logo, while dates and venues
were calligraphed by hand to allow flexibility from club to
club while achieving uniformity in look. The graphics used in
the mailers were made into stickers which were pasted on the
posters to customise them for the events.
