Anglian Home Improvements

Digital direct response tactical campaign

Image of general election campaign concepts scamps
Image of election campaign on laptop screen

Election campaign

The recent snap election in the UK triggered a snap decision by our client Anglian Home Improvements to run a quick-fire incentive to boost window and door sales on the run up to polling day. There was no planning manifesto, just a simple ‘we’re offering a short-term extra discount, so let’s see how we can make it happen’.

Whipped into action, the creative team quickly responded with three pragmatic solutions, each viable in their own way; ‘Go For A Change’, ‘The Election Selection’ and ‘Monster Raving Looney Prices’.

‘Go For A Change’ got the majority decision and we had a bit of fun with it, creating some interesting radio treatments and press treatments during the process. Consequently the idea ran as an exclusively online campaign for a short 10 day burst up to polling day on June 8th. This is a great example of our speed and tactical flexibility when a client needs to spike response or make sudden additions to the existing promotional plan; pen-on-paper to go-live was three days.

Whilst the country ended up with a hung parliament – a pretty indecisive outcome – Anglian hung a few extra windows and doors around the country as a result of this exercise, extending their popular vote in the home improvement sector.