08/05: First UK Mobile promotion for Dulux Trade Paint
- Objective of campaign to drive purchase of Dulux Trade paints
- Merchant campaign with in-store POS support
- Aerodeon to deliver Txt2Win technology and management
Aerodeon, has been appointed by Sales Promotion Agency, SMP to help deliver and manage ICI Paints’ first ever product-based SMS marketing activity for their leading brand, Dulux Trade. The campaign, launching in May, consists of the execution of an instant Text 'n' Win campaign themed 'Score & Save’ with the Dulux Trade Top Team.
The Txt2Win promotion uniquely sets out to drive sales and brand awareness for Dulux Trade by offering professional painters & decorators the chance to win one of 1,911 prizes during the lead up to the World Cup in May and June. Prizes include a complete Home Entertainment Centre, Home Cinema Systems, LCD TV’s, Pocket TV’s, Digital Radios and Pocket Radios. The campaign will be supported nationally with POS in all participating Merchant Stores.
Zara Kemp, Account Executive at SMP said of the campaign: "ICI’s target audience for this initiative, painters & decorators, spend the bulk of their working day in ‘mobile mode’ so a Txt2Win was an obvious route to reach and influence them. We expect to drive trade sales significantly with this campaign as we have extended the traditional Txt2Win mechanic with a supporting collection scheme, thus ensuring that everyone can be a winner. Aerodeon won the brief to help deliver the campaign on SMP’s behalf because of their deep expertise in handling national mobile campaigns for major brands."
Speaking of the win Chris Bourke, Managing Director at Aerodeon said: "We’re delighted to support SMP and ICI Paints on this initiative and expect that the combination of a high end prize pool and the association with football will prove irresistible to the target market.”
- Merchant campaign with in-store POS support
- Aerodeon to deliver Txt2Win technology and management
Aerodeon, has been appointed by Sales Promotion Agency, SMP to help deliver and manage ICI Paints’ first ever product-based SMS marketing activity for their leading brand, Dulux Trade. The campaign, launching in May, consists of the execution of an instant Text 'n' Win campaign themed 'Score & Save’ with the Dulux Trade Top Team.
The Txt2Win promotion uniquely sets out to drive sales and brand awareness for Dulux Trade by offering professional painters & decorators the chance to win one of 1,911 prizes during the lead up to the World Cup in May and June. Prizes include a complete Home Entertainment Centre, Home Cinema Systems, LCD TV’s, Pocket TV’s, Digital Radios and Pocket Radios. The campaign will be supported nationally with POS in all participating Merchant Stores.
Zara Kemp, Account Executive at SMP said of the campaign: "ICI’s target audience for this initiative, painters & decorators, spend the bulk of their working day in ‘mobile mode’ so a Txt2Win was an obvious route to reach and influence them. We expect to drive trade sales significantly with this campaign as we have extended the traditional Txt2Win mechanic with a supporting collection scheme, thus ensuring that everyone can be a winner. Aerodeon won the brief to help deliver the campaign on SMP’s behalf because of their deep expertise in handling national mobile campaigns for major brands."
Speaking of the win Chris Bourke, Managing Director at Aerodeon said: "We’re delighted to support SMP and ICI Paints on this initiative and expect that the combination of a high end prize pool and the association with football will prove irresistible to the target market.”
