The key to a B2B product launch campaign by Hive
Within a very saturated door handle market, Hive was challenged to launch a new product series that was high in quality and low in price to Mitre10 in a way that would be remembered.
Armed with the insight that ‘seeing is believing’ Hive identified the Mitre10 expo for all stores was the perfect stage. A stand was set up and store owners were enticed to visit through a direct mail invitation which contained a physical key which unlocked a VIP gift.
This not only created a real buzz at the expo but more importantly saw store owners inadvertently try the new series turning the insight of ‘seeing is believing’ into ‘trying is buying’.
