THE PROBLEM
When a downturn hits the economy, consumer spending is naturally squeezed. AHI needed to protect lead flow on their core window products and still offer a believable reason to purchase over the competition.
HOW ‘BUILDING BRILLIANT’ SOLVED THE PROBLEM
We created the Anglian Window Scrappage Scheme – the first scheme of its kind in the UK home improvement market. We saw an opportunity to appeal to the cash-rich but cautious homeowner with an offer that would tip the balance away from ‘let’s put it off’ to ‘let’s not pass up’ this unique opportunity to buy at a bargain price.
THE RESULT
Anglian’s National Call Centre was deluged with calls. During the first four weeks, 4600 leads had been generated by the 30 second TV commercial alone. These were converted into £2million worth of sales directly attributable to the campaign.
CAMPAIGN ACTIVITY
National TV and radio
National postcoded doordrop
Press advertising – national and regional
Retail showroom support
Online content
Internal communications