ICI Paints Summer Scorcher Campaign
Challenge
To increase sales and visibility of ICI Paints (AkzoNobel) products through Travis Perkins during one of the severest downturns in the construction industry in living memory.
Solution
The Think Tank developed a themed over the counter promotion which ran across 600 stores nationwide. This promotion offered scratch cards to those customers spending more than £30 on ICI Paints products, with a range of instant win prizes.
The promotion also created a sense of theatre in store, bringing ICI Paints products to the front of the stores, in prime positions.
Results
Created an increase of 15% in sales during the promotional period, which was actually 25% above the market, which had fallen 10%. Additionally, the promotion increased awareness of ICI Paints products with customers and placed a new emphasis and interest in this product category in-store.
Delivered:
Sales Promotion
Direct Marketing
Point of Sale
This campaign won the Best Campaign over £25K category at the Built Environment Marketing Awards 2009.
