THE CHALLENGE
Our client, AD BOND, a well-established manufacturer of caulking, adhesives and renovation products faced the challenge of promoting their product AD BOND Extreme Construction and successfully penetrating a market already dominated by multinationals.
THE SOLUTION
Working with an integrated approach, PROJETDEKIP proposed that the client redesign the packaging to appeal to the targeted clientele, men aging from 25-54 years old. Next, a mixed-media campaign was launched in order to multiply and maximize points of contact among the targeted audience:
- A website created specifically for the product
- POS positioning with retailers
- 30-second advertisement spots on 3 sports networks: RDS, RDS2 and RDS Info with a frequency plan focusing on Montreal Canadiens game nights (late season and 2015 playoffs) including a bonus with two specialty channels targeting men
- Product integration (placement) in the background environment of Réno-Déco on Canal Vie
- Construction site tour organized with Radio Énergie, including demonstrations, trials and contests with the objective of reaching the target clientele of construction/renovation professionals.
THE RESULTS
In addition to reaching 76 % of the French Quebec target audience, meaning 5.2 introductions among 765,000 men aged 35-54 years, the campaign also produced a spectacular increase in sales while building product loyalty in both retailers and end users.