• Hamilton Brand Recognition Campaign

    PRODUCT(s): Decorative Wiring Accessories

    AUDIENCE(s): Professional Electricians ~ Developers ~ Wholesalers

     

    HOW WE HELPED GROW THE BUSINESS…

    Smart Thinking: Push/Pull creative concept: ‘Power of Association’, integrated execution, media strategy & planning

    Advertising: Trade media – print & online

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

    Digital: MPUs and Leaderboards

    read more…

    CHALLENGE:

    Hamilton currently has over 22,985 wiring accessories registered on LUCKINSLive – the industry-standard product-sourcing platform for the sector.

    With such a comprehensive range, a campaign focusing upon individual products wasn’t going to work.

    We needed to find another way…

    We know ‘Buyers’: wholesalers and installers are time poor.

    They are often looking for immediate solutions rather than detail on specific products.

    Hamilton’s range can be segmented into unique product groups.

    Now, all we needed to do was to find a way to link the product group to the Hamilton name.

     

    SOLUTION:

    Please look left to see the creative link!

    The consistent application of a set of colours and graphic devices creates stand out in an often visually ‘busy’ environment – be that digital, print or within a physical setting.

    The power of association: aims to make buyers connect the product group being advertised to a desirable set of brand values or traits associated with the manufacturer, Hamilton.

    Traits such as ‘quality’ and ‘engineering excellence’ can be key differentiators and help to create a competitive edge that will influence purchase decisions.

     

    RESULTS:

    The campaign has considerable ‘STAND OUT’ in the trade media.

    The flexibility of the creative works well across print and online.

    Product sectors, such as weatherproof accessories, have experienced an increase in sales.

    Positioning Hamilton as a ‘Solutions Provider’ has created the opportunity to promote less commonly sold products.

    The campaign is on-going.

  • Get Recommended - sell more! Sell-In campaign: Advertorial presence within wholesaler press.

  • Get Requested - sell more! Sell-Out campaign: Display ads in trade contractor press....

  • ...working with a brand presence on high-traffic trade buyer websites.

  • Sell-Out: Opt-in eshots to contractor base

  • Sell-Out: In-branch Point-of-Sale