The task
Our long-standing client Hobart UK was exhibiting at the biggest education event of the year – LACA: The Main Event – which also incorporated the Education Catering Exhibition thus creating a real sales opportunity for the business that needed to be maximised.
The solution
Working together with the client, we developed a targeted campaign that saw one of their best selling products in the schools market – their famous food mixers – get a makeover to become a glossy red!
The ‘Don’t go grey, go red’ campaign saw Hobart driving traffic to the LACA stand with an exclusive competition to win the first Hobart red mixers on the market. Also for an added good will gesture, for every entry received Hobart donated £10 to the LACA nominated charities – Roundabout and Harvest Gardens.
To maximise exposure of the campaign prior to the show, we released PR to relevant titles (which received fantastic pick up) and sent out email campaigns to key contacts within the schools market -putting Hobart’s data to good use. At the show, to ensure that we captured the attention of the attendees, the stand was decked out with branded campaign material and the impressive red mixer itself.
The Results
- The competition received a great amount of entries and Hobart donated £3,000 to the two charities
- The valuable data captured at the show from the competition was followed up from a sales perspective with great results
- PR results to date: OTS: 54,312, EAV: £17,160 and 9 pieces of coverage