2004 BEST USE OF OUTDOOR WINNER

WINNING ENTRY - Thinking BIG in smallgoods

COMPANY - Razor Media

CLIENT - Primo Smallgoods

SPONSORED BY

OBJECTIVE

Despite being the number one brand in NSW, Primo had never advertised in any meaningful way and was relatively unknown in other states. With this history, Razor Media's brief was to effectively establish a new brand and dramatically enlarge Primo's profile on what was, essentially, an inferior spend.

CAMPAIGN

It was a case of differentiate or die. Early on, Razor identified the category was run by blokes advertising like blokes. The agency persuaded the client to change tack and be a truly female and family brand as its research had revealed it was the upper-market mums who drove the smallgoods category. Razor's strategy was to use solely out-of-home executions as its competitors relied heavily on TV. It used sandwich speculators in key traffic corridors and areas where there were high concentrations of the target market. There was also the "ham tram" where the campaign's tagline "Eat well" was plastered over a Melbourne tram. The agency created a new out-of-home medium in its "meat doors", where the entrance to the food precincts of local shopping centres were plastered with the message. Razor also used street ads at point-of-sale and mobile billboards to drive the message home.

RESULTS

After the campaign launched, the brand's share growth (on a spend of $670,000) jumped 5.9 points in NSW, 9.3 points in Victoria, 6.4 points in Queensland, 8.4 points in South Australia and 6.3 points in Western Australia. An ROI survey showing dollars spent to achieve 1% market share growth concluded that Primo, with a relatively low spend of $94,000, was 20 times more efficient than Hans ($1,954,000 spend) and 13 times more efficient than Don ($1,888,000 spend).

JUDGE'S COMMENTS

"They discovered a clear consumer insight that connected through to implementation, both in a creative and media sense."