Client:

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

The Brief:

A trade purchase-based promotion for electrical contractors nationwide. A regular series with a strong, appealing theme for a diverse range of tastes. A scheme with minimal administration.

Who Needs To Know?

Electrical contractors purchasing through wholesalers across the UK – from single operators to large companies.

How:

• A creative ‘Taste Sensations’ theme based on family entertaining and lifestyle.
• Voucher-based for ease of fulfilment, allowing participants the choice of Sainsbury’s or Leisure Vouchers – for a whole range of tastes and ease of access for redemptions nationwide.
• Creative use of copy and photography to ‘dress up’ a straight forward offer.
• Theme also adapted for stand competition and promotion at major trade exhibition.
• Entry leaflets, posters at wholesale counters, press releases, with potential for advertising the promotion.
• Agency handled all production and fulfilment of redemptions.

Result:

• Response levels three times the ‘norm’ for a trade promotion of this type – Based on £1, £5, £10 and £20 value vouchers for each product type purchased.