Creative. Responsive. Effective.
Dublin, London & Los Angeles
Hello! io is a creative agency
with digital DNA. We make great advertising that works.
Portfolio
Project:
Effective winnerClient:
Husqvarna
ADFX Effectiveness Award winning campaign
Liffey Distributors supply forestry, park and garden products to businesses across Ireland. The company is the exclusive importer and distributor of the Husqvarna brand, a world leader in forestry, park, garden and construction products.
The challenge
In spring 2010 sales were considerably down year on year, and advertising was urgently needed to push specific products and drive footfall to their dealerships.
Our objectives
Our objectives
1. Increase sales on five specific products
2. Demonstrate the value on offer in local Husqvarna dealerships, thereby driving mid-season traffic
Our strategy
Our strategy
With a budget of €35, 142.95, io designated a different weekend for each of the products, which were selected from five key categories. The campaign ran for 10 weeks, with one-day sales every two weeks, available on a Saturday only.
Saturday, March 20 = Tractor,
Saturday, March 20 = Tractor,
Saturday, April 3 = Lawnmower,
Saturday, April 17= Brushcutter,
Saturday, May 1 = Hedgetrimmer
Saturday, May 15 = Chainsaw
We used both national and local media to tactically market these offers.
The Result
We used both national and local media to tactically market these offers.
The Result
€1,170,500 was generated over five Saturdays.
- Tractor sales for the day were 418 pieces versus normally 30 units annually.
- Lawnmower sales for the day were 433 pieces versus normally 25 units annually.
- Hedgetrimmer sales for the day were 278 pieces despite hedgetrimmers never selling as early as April and we are still showing a 47% growth on the same unit.
- Brushcutters sales for the day were 275 pieces and unit sales are still showing a growth of 38%.
- Chainsaw sales for the day were 484 pieces.
Demand was so great that Liffey Distributors had to bring stocks in from Spain, Italy, Croatia, America, France, UK and Sweden. Consequently, the concept and structure of this campaign will be initiated in over 40 countries globally in 2011.
