Off the back of a challenging year of trading for the boating industry, Twenty20 and Mercury Marine have put together a strong campaign to kickstart the peak sales season early and get boat owners thinking about what they need to get out on the water in time for Summer.
Mercury's dealership event - New Mercury Month, which will commence in October and will offer great deals across Mercury, Mercruiser and Mariner engines, parts and accessories. The event will run with a full suite of cut-through executions to boost awareness and generate dealer floor traffic for one month, including:
- Television
- Radio
- Online Web Banners on sites like boatpoint.com.au
- Point of sale signage
- DM letters to inform current owners about the opportunity for engine upgrades and re-powering
Presentations of the proposed event have been well received by independent dealers across Australia resulting in high participation/subscription rates. Possibilities are also being explored at time of printing for the campaign to run in New Zealand with discussions with dealer networks occurring there. Keep an eye out for the TV commercial on a small screen near you during October.
| Mercury Marine Team: |
|
| Anthony Brown |
Marketing Services Manager |
| Nicholas Webb |
Marketing & Dealer Dev. Manager |
| |
|
| Twenty20 Team: |
|
| Fysh Rutherford |
Creative Director |
| Cole Spender |
Client Business Manager |
| Andrew Panozzo |
Senior Art Director |
| Angus Williams |
Senior Writer |
| Ben Ong |
Art Director |
| Nick Vargheese |
Digital Media Developer |
Recently the bad economic news has far outweighed the good, but a campaign by Twenty20 has assisted Suite Deals Furniture to defy this trend. Thanks to some stand out concepts, Suite Deals December figures are up on last year and January sales were looking strong overall.
Says Suite Deals General Manager of Product, Rob Officer, "The campaign is working and we’re happy with the new message - you’d have to say we are pleased that we have continued to differentiate ourselves away from the pack."
In response to Suite Deals’ challenge – a large volume of stock that required clearing over the summer period, Twenty20 devised the ‘Ex-warehouse Sale’ concept, using visual elements and the ‘Ex’ device to reinforce the message of Suite Deals ex-rental furniture range. The result is a colourful and impacting message that has succeeded in cutting through the pre and post Christmas sale clutter. More...
Following the successful re-branding and positioning of Salmat Limited Twenty20 have developed a comprehensive launch campaign to educate business decision makers of the power that lies within Salmat and it's four divisions.
Working with OMD Melbourne the campaign has so far been rolled-out in key magazine and press titles including the Australian Financial Review, BOSS Magazine, Financial Review Magazine and Qantas the Australian Way including several key industry press titles.
The campaign centres around the powerful thought of 'one to one communication on a mass scale' and showcases Salmat's ability to communicate on behalf of their clients with each and every Australian on a one to one level every minute of every day. Illustrated through a series of thought provoking imagery shot by Chris Budgeon in various locations around Australia, the campaign highlights each of the major demographic groups and the way in which Salmat reaches them one to one. More...
Lasoo.com.au is one of three new products to originate from Salmat DigitalForce in the latter half of 2007, and the first new product to market under the new look Salmat Limited brand.
Lasoo.com.au is an aggregated retail advertising website, gathering traditional retail advertisements such as catalogues, press, TV and radio and converting them into retail offers completely browsable and searchable by product, price, retailer, suburb, brand or category. Put simply, Lasoo.com.au is a search engine for retail offers.
The communication strategy, brand identity and creative campaign was created, developed, and executed by Twenty20. The creative idea focussed around introducing a new phrase to the shopping process – pre-shop – and alluding to the power it gave to consumers through a series of intriguing ads that directed people to the website.
OMD developed the media plan, strategy, and executed one of the more impressive premium outdoor buys of 2007.
Within weeks of its November launch, Lasoo.com.au has been a huge success with Hitwise data placing it as a market leader. The number of Unique Visitors continues to grow with daily peaks of just under 20,000 late in November and over 44,000 in December, as people were ‘pre-shopping’ for Christmas. To date, Lasoo.com.au has served more than 700,000 daily unique visitors, 64 million product offer impressions and 7 million page views on behalf of participating retailers.
“New shopping search engine, Lasoo featured as the fastest moving search term to the Shopping & Classifieds industry for the 4 weeks ending 1 December 2007, indicating a successful launch campaign.”
Sandra Hanchard, Hitwise, 11 December 2007
Along with the consumer success of the website, the response from retailers to the product has been over-whelming with over major 50 retailers participating.
The campaign rolled out Australia-wide with a mix of direct mail, premium outdoor, transit media, radio and digital.
