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One of the most important new product launches in a decade needed a
hardworking campaign to make a big impact – and that meant attending to
both a bold campaign and the smallest of details.
When CCA and Omnia
received the brief, Dimplex was already trialling the revolutionary new
type of electric radiator in consumers homes – but at that point the
product didn’t even have a name. And it needed to be launched to the
market in just six months!
Campaign themes, product name ideas and
production plans were put together fast – and in a busy marketplace, a
strong theme and fully integrated, multi disciplined approach was
essential, plus it had to be timed to perfection. In fact the whole
product and campaign needed to be ‘Smarter’.
The campaign
was phased, no detail was left out – from the initial consumer research
to the teaser website, adverts mailings and special ‘smart’ Space pen
gifts for editors – not forgetting special presentations to build
enthusiasm with the sales teams….
The launch (‘S’ day) hinged
around the first ad appearing in a key trade journal, with mailings
re-enforcing the full reveal – the editors had been briefed in advance
so the editorial also started appearing. The full promotional pack in a
branded briefcase included a specially prepared brochure, and a video/CD
rom presented by TV personality and former Tomorrow’s World presenter
Philippa Forrester. It was supported by a sales presentation in both
Powerpoint and in hard copy, plus posters and dispensers for point of
sale.
Although the campaign is ongoing, the first six months of
results included over 70 press clippings, 20,000 brochures distributed,
4000 videos/cds requested and most importantly 30,000 products were
specified!
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