Eye’s solution extended the message of an established brand with a strong mascot, driving new product trial and in store sales.
Challenge:
In a category most people dread having to deal with, Mortein needed to grab consumers attention closer to the point of purchase to encourage interaction and remind them to buy.
Solution:
Shop by Eye was used alongside TV, radio and online
Audience:
Female Main Grocery Buyers 25-54yrs
Timing:
January 2012
Country:
Australia
Results:
Extend the message to activate brand strength – Over half (54%) recalled the Shop by Eye campaign and 91% agreed Mortein provides a solution for all pest control needs (+7% post campaign)
Trigger the impulse to try a new product and interact with the brand – Claimed usage of the new product increased +21% post campaign and 1 in 3 intended to vote online to kill or save Louie the Fly
Maximise proximity to purchase to drive sales - The Mortein product range saw average unit sales increase +67% in stores where advertising was present, this was 31% higher than the increase in stores where no advertising was present.
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