> December 2009 <
Eveready Powers Up
The last thing families need on Christmas day is a toy that doesn't work or a camera that lets them down. Conversely (but not surprisingly) this is Eveready's biggest sales period.
Our brief for Christmas 2009 was:
- Maximise the Christmas selling opportunity
- Drive share and sales
- Traffic households to shelf in Coles, Woolworths, Big W and Kmart
- Leverage brand ideals of "family moments"
- Identify and promote all Eveready battery product
So, "be Eveready for Christmas"
1 million advent calendars
Reaching 1 million core battery buying households (the Eveready "heartland") with a total of 2.3 million children under 14 years old through a national mail drop in metro and regional areas. The calendars facilitate 440 toys given away over 24 days in December on the website http://www.evereadychristmas.com.au
19 Westfield centres with weekly traffic of 3.47 million shoppers and delivering executions via atrium banners, floor decals, in-store POS and a branded gift wrap booth, because:
- 70% of Australians live within 30 minutes of a Westfield
- 70% of transactions are unplanned and made at the centre
- Traffic numbers increase by 40% in December
- In November 88% of shoppers have begun shopping or thinking about Christmas gifts
All channels drive in-store to header cards, on pack stickers, wobblers and entry leaflets advocating purchase of any 2 Eveready products followed by a visit to http://www.evereadychristmas.com.au where purchasers are engaged with prizes and games on a daily basis.
The integrated campaign is a true Shopper Marketing program that has through-the-line drivers connecting qualified household to shopping environment to shopping trolley.
Additionally it provides:
- Constant family engagement
- Brand reinforcement
- Prize opportunities every day for the 24 days of December leading up to Christmas
ONE MORE IDEA!
Extension is the mark of a good campaign and these floor decals will appear in Westfields connected to the centres Christmas tree and Santa set via a hand cut "extension cord" decal. Eveready really will be powering Christmas!
Behind the Line