GETS YOU GOING by DDB New York for Glidden

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GETS YOU GOING

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Industry Paints, Paint Brushes, Adhesives
Media Promo & PR, Case study
Market United States
Agency DDB New York
Released June 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: GLIDDEN
Product/Service: PAINT
Agency: DDB NEW YORK
Date of First Appearance: Jun 22 2009 12:00AM
Entrant Company: PHD , New York, USA
Chief Executive Officer US: Scott Hagedorn (PHD)
Managing Director PHD East: Steve Piluso (PHD)
Vice President/Group Account Director: Neil Capobianco (PHD)
Associate Media Director: Lane Sorkin (PHD)
Associate Director Interactive Strategy: Bryan Turpin (PHD)
Assistant Media Planner: Lynelle Jones (PHD)
Account Director: Rebecca Rehder (DDB)
Media placement: TV Spots - 4 Spots - Cable - TBS, HGTV, DIY, We, A&E, FX, TLC, DSC - 22/06/2009
Media placement: Consumer Magazines - House Beautiful, Parenting, Oprah, Real Simple, This Old House, Food Network Mag - July 2009
Media placement: Digital Display - Dwell, Yahoo, This Ol DHouse, HGTV, Social Networks, EHow - 22/06/2009
Media placement: Outdoor Kiosks And Street Teams - NYC Parks And Public Areas - 04/07/2009

Results and Effectiveness
Glidden’s downward spiral was reversed much more quickly than expected, strengthening sales at The Home Depot. Results far exceeded the goals: • Week following launch was highest single sales week in 9 years • Market share up from 5.6% to 6.5% At The Home Depot: • 34% sales increase within five months of launch • 22.8% growth in household penetration within two months of launch • Extensive press and buzz in The New York Times, marketing blogs, and Twitter With clear sales-driven results, our campaign got Glidden going and restored lustre to the brand.

Creative Execution
Glidden stepped in to alleviate the pain in painting and communicate how simple it is for anyone to add colour to their lives. Through the “Glidden Gets You Going” campaign, media demonstrated how Glidden makes painting easy. The campaign kicked off with the Glidden National Free Paint Giveaway. For one week, consumers could request a free quart of paint in any colour delivered to their doorstep. It continued on TV where integrated vignettes showcased tools and colour centres on HGTV and DIY networks, and in print with magazine “chip-vertising”(actual “chips” inserted in magazines) and a first-ever “cover insert” in the September issue of House Beautiful. Pop-up paint kiosks were strategically placed in high-profile pedestrian locations in NYC – close enough to The Home Depot to drive traffic and Glidden brand insistence. And finally, original, how-to video content was featured online and aligned the brand launch with the re-launch of DIYNetwork.com.

Insights, Strategy & the Idea
Glidden, once a mainstay American paint brand with a “DIY” legacy, was about to go the way of the dinosaur due to marketing and product neglect. The biggest wake-up call was declining sales at The Home Depot – the majority of the brand’s distribution and volume. Glidden needed to reverse the downward sales trend by at least 25% or risk being pulled from the shelves. To drive trial for the brand, a goal of 10% growth in household penetration at The Home Depot within the campaign’s first six months was put forth. Key insights came from consumers: they were so overwhelmed by the painting process, they couldn’t even get started. From colour selection to clean up, painting was a chore. By exposing consumers to paint samples and their updated colour palette, Glidden could simplify the process of picking a colour and turn consumers’ inspiration into action.