Direct > Use of Media
DECORATOR'S CALLING CARD
McCANN ERICKSON MANCHESTER, Manchester / LANE DECORATORS / 2005
Overview
Credits
OVERVIEW
BriefExplanation
Lane Decorators is a small firm of painters and decorators operating in a highly competitive local market. Their brief to us was to generate awareness and interest in their services amongst homeowners across Manchester. Every decorating firm uses telephone directories and local press. That's precisely why we didn't.
CampaignDescription
What better place to advertise a decorator’s services than on beautifully decorated walls? We stuck removable rips in hitherto nicely decorated pubs, restaurants and even estate agents. When confronted with a rip in wallpaper it’s human nature to play with it. Drinkers, diners and house buyers, fooled by the pretend defect, were given an unusual and pocketable calling card from Lane Decorators. Home owners are most likely to decorate when selling or buying a home. Estate agents’ walls, therefore, provided perfect sites for the rips. Add in local pubs and restaurants and a wide range of prospects were reached.
Outcome
1,200 rips were posted across the region. In four weeks they had generated a 5% response rate. Lane Decorators are not a huge organisation. None the less, with a very low level of investment, the firm’s queue of jobs waiting has increased by 75% year on year. Who’d have thought that a rip on a wall could mean money in the bank?
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