Helping Gainsborough to launch a hit.
The Challenge: Show trades people how Gainsborough's new technology would make their jobs easier.
When Gainsborough launched their new product (door hardware with an “Easy Single Hole Install” feature) they knew
it was a big deal for their trades people. They wanted a way to grab their attention and let them know.
The Insight: The majority of the target audience are 30-40 year old males.
When trying to make a connection in marketing, it helps to know your audience. In this case, a sizeable majority of the trades people and retail buyers were men, 30-40 years old. We wondered, “What else does this demographic love more than most?” The answer: Golf.
The Solution: Make the benefit memorable.
This helped us to see an opportunity, to make the “Single hole install” more memorable, by connecting it to a “hole in one”. We then created a promotion based around winning a golf trip to one of Australia’s première golf courses. We called this - The Easy Hole In One.
The next step was to turn the promotion into an item that our audience couldn’t ignore.
Direct Mailer boxes were sent to Buyers of hardware stores across the country. They featured a beautiful golf course on the front, with a branded Gainsborough golf ball poking through.
Driving the message home.
Hive designed displays to be set up around the stores including areas where customers could try the handles and enter the draw, surrounded by images of the golf course, real golf clubs and astro-turf to finish the look. Print ads and posters were also used to push the message out.