HOT PIES by CHE Proximity Australia for HOME TIMBER & HARDWARE

HOT PIES

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Australia
Agency CHE Proximity Australia
Executive Creative Director Jason Ross
Art Director Josh Murrell
Released May 2009

Credits & Description

Category: Flat Mailing
Advertiser: HOME TIMBER & HARDWARE
Product/Service: DANKS TRADE HARDWARE RETAILER
Agency: CHE
Date of First Appearance: May 7 2009 12:00AM
Entrant Company: CHE, Melbourne, AUSTRALIA
Art Director: Josh Murrell (CHE)
Writer: Sharon Condy (CHE)
Executive Creative Director: Jason Ross (CHE)
Production Manager: Anna Ross (CHE)
Account Manager: Amanda Minogue (CHE)
Media placement: Direct Mail - Home Timber & Hardware Trade Retailers - 7 May 2009

Describe the brief/objective of the direct campaign.
• Motivate 200 Home Timber and Hardware trade retailers to order more product through their parent company Danks Trade, by giving them a chance to win premium tickets to the AFL (Australian Football League) Grand Final. • To qualify, we needed retailers to: - sign up to Home Trade’s marketing program. - buy at least 10% more through Danks (than during the same period last year). • Retailers receive communications from Danks regularly, so this piece needed impact. • Our strategy was to send out a unique launch piece to show retailers the impact of not ordering through Danks.

Explain why the creative execution was relevant to the product or service.
• The piece makes the most of Home Timber and Hardware’s unique brand of blokey humour. This is a “proper” interactive, oversized DM piece, the kind you can expect from a brand known as “The proper hardware store”. • The pie box is a well-known symbol of AFL, so the piece was highly relevant to the prize. • Getting retailers to increase their sales through Danks was a big ask (especially during the Global Financial Crisis). The creative managed to present this issue to retailers as a fun challenge with a chance to get into the Grand Final in style.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
• The Final is notoriously hard to get tickets to. But pie vendors always get access. They’re employed to walk through the stadium selling hot meat pies from a distinctive mobile box. • So, our pie vendor box showed retailers how they’d be getting into the AFL Grand Final if they didn’t start buying more through Danks Trade. • The piece built so much excitement around the competition that signing up for the Home Trade Program was a no brainer. • We created a large mail piece with instant impact and intrigue – it begged to be opened.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• 75% of all Home Trade Retailers have now adopted some aspect of the Home Trade marketing program for their stores. • Home Retailers that qualified for the chance to win by achieving the set sales targets through Danks Trade, showed an average sales increase of around 28%. This is well above the requirement of 10%.