Beares

Building on the successful results of previous direct-to-consumer campaigns PRIMEDIA@HOME was appointed to launch a national awareness campaign for Beares to promote their ‘Emergency Exit Sale’.

Outline

• The campaign was flighted in March 2007 to drive awareness of a then current, Beares special promotion
• Focusing on the Beares positioning line, ‘Beares really cares about you’, consumers in LSM 4-7 were targeted with an engaging, emotionally appealing campaign
• PRIMEDIA@HOME coordinated the direct-to-consumer promotion to ensure this was fully integrated with the multi-media campaign involving television, radio and news print platforms
• PRIMEDIA@HOME’s proprietary geo-demographic research tool, Marketscan© was used to define the campaign footprint
• PRIMEDIA@HOME’s vehicles were branded with eye-catching campaign-specific visuals before dispatch to the pre-identified locations, to create high Beares brand visibility in the selected areas.
• The logistics required PRIMEDIA@HOME to deploy 42 branded trucks and to plan and manage all aspects of the direct-to-consumer campaign involving door-to-door leaflet distribution to target consumers.

Summary

• Cost-effective direct-to-consumer promotion coupled with high impact visual messaging combined to produce a highly successful campaign
• The effectiveness of the campaign was driven by precisely targeting primary consumers.

Campaign Pics