Client Changes Welcome
Issue 16 | September 2010
Agency
DraftFCB New Zealand
Creative Team
Art Director: Leisa Wall; Copywriter: Jane Jamieson; Creative Directors: Chris Schofield & Billy McQueen; Executive Creative Director: James Mok
Production Team
Production: Eric Thompson & Jason Jones
Other Credits
Account Director: Brodie Lawry; Media Manager: Rachel Leyland
Date
2nd June 2010
Background
Bond+Bond have a special Whiteware deal every month. From fridges to washing machines, they wanted a way to showcase a different deal each week and drive traffic into their nearby store.
Idea
A giant fridge magnet set was created and huge, colourful magnetic letters and numbers were specially built and stuck onto a white metal billboard.
Each week they were rearranged to spell out the new whiteware offer.
The billboard was situated diagonally opposite a Bond+Bond store and drove foot-traffic into the store where another smaller fridge magnet display reinforced the offer.
Results
Foot traffic into the Newmarket store increased by 7.2% compared with all other stores. These extra customers led to refrigeration and laundry sales increasing by 17.7%.
Our Thoughts
The Economist has reported that we are bombarded by up to 3,000 selling messages a day. Every one of us filters out all but two or three of them. Just to get noticed is something of an achievement and it takes a combination of elements for that to happen. Your message has to be branded, relevant and memorable. Well done to DraftFCB for getting the treble. Relevance is in the placing of the message directly opposite the store; branding is in the offer and reaffirms what Bond + Bond are all about; and memorability is in the 3D special build. Increased sales of 17.7% is increased revenue measurable in thousands of dollars and a real return on idea.