Castle Hampers needed to review and improve current advertising and media activity with a view to retain existing customers, grow use amongst dormant and non-starters, and drive sales leads.
Four pyramid focus groups were conducted with the following:
Portraits were created of the Castle Hampers target market. From the market research conducted, a deeper understanding of the target market’s motives and their perceptions and attitudes towards the Castle Hampers brand as well as past advertisements was attained. The key findings guided the direction and messaging of the advertising campaign. The overall result was a focussed and engaging advertising campaign that uses emotion as a hook, a strong personality to reflect the brand and powerful use of graphics and dialogue to stamp home the direct response aspects.
Regional and metro TV across Channel 7, 9, & 10
Channel 7: The morning show
Channel 9: Mornings with kerri-anne
Channel 10: The morning show
Direct Mail Australia wide
Castle Hampers was taken from a $5m loss to meet a profit target of $800k. Cost per lead down for one medium to the lowest on record at $6.70 CPL.
What we did
TVC Strategy and Execution
‘The Imaginitis team has played an instrumental role in our advertising success. Their attention to detail, depth of understanding and ability to create well developed and professionally executed campaigns has been second to none. They have always ensured that our campaigns get the attention and support necessary to improve lead generation for the business – on time and on budget!’