De’Longhi and KENWOOD are global household names. For more than 6 years we were engaged to help create greater media value for their tactical campaigns than was possible for their global media agency, which was restricted by contractual price agreements with media outlets. The problem we faced was how to create effective reach with a modest budget.
To assist in the national Christmas 2011 sales campaign promoting 4 popular products (Pri-Madonna Delux, ICONA RANGE, TRI-BLADE, KENWOOD – KITCHEN MACHINE), retailed through major stores such as Bing Lee, Myers and DJ’s, with a budget of $354,000. The campaign time frame was 8 weeks and targeted women 28-49. THE OBJECTIVES
- The business-to-consumer objective was to increase sales leading into Christmas.
- The business-to-business objective was to support sales distribution with large retailers.
- Up-weight existing TV and digital campaign utilising print media bought at maximum discount.
- Designed a comprehensive media strategy identifying key target groups and how they could be reached at a low-cost per thousand
- Developed media plan utilising both ‘massmarket’ and ‘high-end’ female skewed print media.
- Acquired media based on a ‘best-case’ scenario utilising ‘value buying’ techniques in order to achieve projected media value of at least $700,000.
- Executed campaigns from October to December 2011.
- Hands-on approach was crucial in achieving desired media and successful execution.
- Overcoming price structures already established by the incumbent agency. In effect we were trying to buy media at vastly cheaper rates in exactly the same publications that were already being used by the client.
- Very quick response required with many looming deadlines for material submission.
- Limited capacity of creative agency to handle quantities of artwork requests.
THE OUTCOME (HOW EXPECTATIONS WERE SURPASSED)
- Implemented substantial print campaign through very savvy buying of major massmarket and monthly titles. 58 ads in total in 30 titles, including NIMS, monthly glossies and mass-weeklies.
- Achieved $944,000 worth of advertising from $354,000 budget (26% more value than expected).
- Averaged 67.5% discount from published rates (12.5% more than expected).
- Cumulative (duplicated) audience numbers of 31 million.
- Achieved high sales figures and increased ranging and enquiries from retailers.
- Achieved competitor attention.
- Awarded an additional budget of $450,000 for Easter 2012 campaign.