The challenge
Lords approached us looking for a bold activation campaign to raise awareness of its five new stores opening across South-West London – a new territory for the merchant where it was unknown amongst its target audience of trade professionals.
The OOH campaign needed to raise Lords’ profile as well as demonstrate its experience and expertise. Aggregate, timber, roofing and flooring products would be highlighted in Lords’ branding to quickly get the message across and show-off its offering.
The solution
The first step was purchasing data which we could use to target trade professionals in the area with direct mailing.
Once potential customers had been informed of the new stores, we strategically placed OOH adverts to increase brand awareness.
We utilised bus backs, bus stops and billboards to quickly grab attention and get the message across about the new stores. Creative brainstorming informed an approach featuring playful puns, bold lettering and dramatic visuals of builders’ materials to maximise brand visibility.
In addition, we created branded sandwich bags which would be used in cafes across SW London to catch tradespeople on their lunchbreak.
The results
The OOH campaign for Lords Builders Merchants ran for a month across Putney, Mitcham, Kingston upon Thames and Sutton.
Lords may have been new to the area, but, by maximising brand exposure across multiple levels and touchpoints, we made sure there wouldn’t be a builder for miles around who hadn’t heard about its new stores.
“We are really pleased with The Think Tank’s campaign and have had hugely positive feedback from the board, too. We’re delighted with the outcome of this project.”
Jess Harris
Marketing and eCommerce Director
Lords Builders Merchants
Get in touch
