• Hamilton Trade Campaign - Power-of-Association

    PRODUCT: Decorative Wiring Accessories

    AUDIENCE: Professional Electricians ~ Developers ~ Wholesalers

    CHALLENGE:

    Hamilton has more than 22,985 wiring accessories listed on LUCKINSLive – the industry-standard product-sourcing platform.

    A Brand Discovery Session identified that promoting individual products would struggle to communicate the breadth of the range.

    We needed to find another way…

    We know buyers – wholesalers and installers – are time poor and often need immediate solutions rather than detailed product information.

    The opportunity was to group the range in clear product categories and to create a campaign that linked each one back to the Hamilton brand.

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    SOLUTION:

    We developed the Power of Association campaign: a flexible creative platform using distinctive colours and graphic devices to give each product group clear stand-out across digital, print and in-branch media.

    The approach connected individual product categories with the wider Hamilton brand and its established associations with quality, engineering excellence and choice.

    OILING THE WHEELS OF HAMILTON (TRADE)…

    Strategy: Brand Discovery, campaign positioning, media planning

    Creative: Power of Association campaign concept

    Advertising: Trade print & online

    Design: Press ads, advertorials and in-branch point-of-sale

    Digital: MPUs and Leaderboards

    RESULTS:

    The campaign achieved strong ‘STAND OUT’ across trade media and worked consistently across print, digital and branch environments.

    Selected product categories, including weatherproof accessories, recorded increase sales.

    Positioning Hamilton as a ‘solutions provider’ also created opportunities to promote less familiar products from across the range.

    The campaign is on-going.

  • Oiling the Wheels of Hamilton (Trade) - Wholesaler Press: Delivering a compelling product sales message by integrating engaging editorial with eye-catching display ads.

  • Premium Trade Press Exposure: Elevating the brand with solus display ads.

  • Strategic Bottom Strip Ads: Relentless brand presence with high-impact strip ads strategically placed at the bottom of in-depth editorial content.

  • Leaderboards and MPUs: Maintain online brand visibility on high-traffic buyer websites with prominent leaderboards and MPU (Mid-Page Unit) placements.

  • Maximize buyer engagement: Send product messages directly to phones & tablets via sponsored opt-in eshots!

  • In-branch point of sale demands a bold approach, leaving no room for subtlety.

  • Competitions draw high reader traffic, igniting brand engagement and enabling follow-up with opt-in entrants.