It’s easy for online supermarkets to attract new customers with a first-shop discount. But it’s just as easy to lose them to a competitor the very next week. So we did something totally new for Waitrose.com, with an incentive that lasted for five shops, instead of one. The more customers shopped, the more we rewarded them with a progressively more generous discount. So they had an incentive to keep returning, and plenty of time to fall in love with Waitrose.com. And it worked – we achieved a 216% increase in the number of customers returning for 6th shops and beyond.
It’s not every day that an agency takes on a project that could help people to live healthier, perhaps even longer lives. But that was our challenge when we created a new SMS support programme for the NHS Smokefree service. Our campaign was founded on a robust framework of behavioural change psychology and enriched with human insight and sensitive copywriting. A trial of the programme has achieved promising results, with nearly 8 out of 10 respondents still not smoking after 28 days – after which point, research shows they are five times more likely to stay smoke-free for good.
Radio advertising has always been an important part of the brand-building and awareness-driving mix for Waitrose. But never before had the brand used radio to deliver an offer-driven acquisition message. The answer was to keep it simple, and keep it human – with a complex multiple discount set out warmly and clearly in the voices of Waitrose partners. The result? A radio ad that increased response to our campaign by as much as 55% in test regions.
ASUS Intel wanted to break into new territory with the launch of their first premium laptop, the N5. So they needed to establish a reputation for high-end products among a discerning breed of hard-to-reach consumers. But how could we build a rapport between the brand and its target market?
We knew we couldn’t engage them by talking about technology and specs. So we broke with category convention completely. Instead of focusing on products, we talked to them about their real passions – incredible things, incredible places, incredible people – and invited them to join us on a worldwide journey ‘In Search of Incredible’.
During the campaign period, sales increased by 2.6 million units, and ASUS Intel rocketed from the 14th to the 5th largest global brand for netbooks and notebooks. A truly incredible result.
In the convenience-driven coffee category, how do you get people to cross the road to visit you? You make a genuine emotional connection, converting a love of coffee into love for your brand. We built a rewards programme for Starbucks with two streams of activity: ‘heart’ to celebrate a passion for coffee and offer rewards. And ‘soul’ to tempt customers to try new blends and even order new, secret drinks before they are even added to the menu.
The programme has driven proven sales uplift – driving additional store visits and incremental revenue. And we’ve gathered rich data to help us forge an even deeper connection with Starbucks-lovers.