Channel Marketing Campaign
Working with the AkzoNobel sales team, we were tasked with increasing sales and visibility of ICI Paints products through Travis Perkins during one of the most severe downturns in the construction industry in living memory.
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
This resulted in 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.
The campaign also won Best Campaign over £25K at the Built Environment Marketing Awards.
“The Think Tank has produced some terrific, measurable results, often with limited budgets, spent time understanding the market and the issue and are a great all round team to work alongside.”
Craig Frost
National Account Manager
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