Client:

Glen Dimplex UK Ltd, Southampton based manufacturers of world leading electric heating brands and award winning electric fires.

The Brief:

Create a targeted promotion in key sales area, providing a visible demonstration of big brand promotional support for retailers.

Who Needs To Know?

Homeowners in the south and south east, ABC1, predominantly women.

How:

• A consumer home interest style magazine insert: for use as mailer and in-store.
• Inspiring ideas for Dimplex and Berry fires using styles, techniques and designer/stylist makeovers to stretch the brands in a controlled way.
• Produced in-house with Omnia editorial direction and in-house studio design facility with existing photography and a new ‘makeover’ shot.
• 245,000 inserted with You Magazine and Mail on Sunday during pre-Xmas and half term purchasing season.
• Inserted in Meridian region only – giving the impression of national promotion but allowing targeted test and trial.
• Mailed to retailers.
• Win a fire; editorial competition built in to help monitor responses as coupons and reader offers were not practical due to distribution channels.

Result:

• High response rate on competition entries, enquiry levels and retailer awareness.