Media > Use of Media
RIP
McCANN ERICKSON MANCHESTER, Manchester / LANE DECORATORS / 2005
Overview
Credits
OVERVIEW
Audience
The brief was to generate awareness and interest in Lane Decorators' services amongst homeowners across Manchester. Every decorating firm uses telephone directories and local press - that’s precisely why we didn’t.
Effectiveness
Lane Decorators are not a huge organisation. Nonetheless, with a very low level of investment, the firm's queue of jobs waiting increased by 75% year on year. Who’d have thought that a rip on a wall could mean money in the bank?
Execution
When confronted with a rip in wallpaper it’s human nature to either rip it further or try to re-stick it. Finding an advertisement for a firm of decorators while playing with the rip surprises and entertains audiences. The location of the message says everything, so only the client's name and contact details are required. Interested parties can even take the removable sticker away with them and play the joke on others.
MediaEffort
Homeowners are most likely to decorate when they are thinking of selling their house or when they move into a new one. Estate agents' walls, therefore, provided the perfect site for the rip. Add in local pubs and restaurants, and a wide range of prospects were reached.
MediaStrategy
What better place to advertise a decorator's services than on beautifully decorated walls? We stuck removable rips in nicely decorated pubs, restaurants and even estate agents. Drinkers, diners and house buyers, fooled by the pretend defect, were given an unusual and pocketable calling card from Lane Decorators.
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