Cuprinol Promo, Case study CUPRINOL GARDEN PARTIES by Mediacom London

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CUPRINOL GARDEN PARTIES

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Industry Paints, Paint Brushes, Adhesives
Media Promo & PR, Case study
Market United Kingdom
Agency Mediacom London
Released April 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: AKZO NOBEL
Product/Service: CUPRINOL
Date of First Appearance: Apr 1 2010
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Media Manager: Lindsey Jordan (MediaCom)
Sponsorship Manager: Susie Dabbs (MediaCom)
Television Buyer: Andrew Monks (MediaCom)
Create: Lola Chaudhuri (MediaCom)
Media placement: TV Campaign 2 Spots - Channel 4 - 9 May 2010
Media placement: Event Grand Designs Live - Sponsorships & Grand Gardens - 3-9 May 2010
Media placement: Online Display - Channel 4 Homes, Yahoo, Weather.com, Virgin, Behavioural - 5 April - 31 May
Insights, Strategy & the Idea
NOT MANY BRITS ENJOY MAINTENANCE OF THEIR FENCES OR SHEDS, BUT THEY LOVE ENTERTAINING IN THEIR GARDENS. SO CUPRINOL THREW BRITAIN’S BIGGEST GARDEN PARTY, ENCOURAGED THE NATION TO THROW MILLIONS MORE, AND GREW SALES BY 20%.
Cuprinol is the biggest brand in the wood-care market, but its share was being decimated by cheaper competitors. We needed to give people a compelling reason to make Cuprinol their first choice before they entered a DIY store where they might be persuaded to buy a competitor.
Our research showed that Britons are house proud and this is increasingly extending to the garden – garden entertaining is on the up.
We promoted the positive end-benefits of a brush with Cuprinol - a smart garden for entertaining friends. We encouraged the nation to throw more garden parties, with Curpinol there to create the perfect backdrop, moving from boring DIY territory to the area of home-enjoyment.
Creative Execution
We kicked off by partnering with Grand Designs Live, the UK’s biggest home-interest consumer event. We sponsored the gardens section of the show, creating the UK’s biggest ever tea party that hosted over 115,000 visitors. We took film highlights from this event to create content for the website which would improve our SEO rankings. In the run-up to the May national holiday, we ran a competition online to win themed garden party packs (with BBQ kits, tea party sets, hampers, games for the kids, and Cuprinol products thrown in). We placed our online ads encouraging entry to the competition in environments where our audience were looking for gardening content.
And we partnered with Channel 4 creating the first ever “sponsored ad-break” on TV (featuring only garden related advertisers, with an intro and outro to the break from Curpinol). This ran exclusively in ‘Landscape Man’, Channel 4’s premiere gardening show.
Results and Effectiveness
Our sponsored ad-break held viewers’ attention – unlike a normal ad-break, ratings were consistent with no drop off across the break.
Over 12,000 people entered our online competition – unprecedented for such a low-interest category.
Following the campaign, spontaneous awareness went up by 37% YOY – the higher ever score since the brand-heath study began. Consideration was 20% higher and “would recommend” went up by 32%.
Cuprinol website traffic increased by 16% year-on-year.
And most importantly, our “garden party” activity led to an impressive increase in sales and share year-on-year, with volume up 20% over the all-important summer period.