Each phase of the campaign had a series of targeted emails, along with press adverts in H&V News, digital advertising on H&V News website, remarketing, sales events, and promotional items given to customers. The first phase of the campaign offered the chance to win an iPad, whilst the third phase offered the chance to win a golf/experience day with DAVE.
This mix ensured that we appealed to the target audience; consultants and contractors, lovers of print and digital, those motivated by product features and by installation benefits. Giveaways helped to ensure high numbers of pre-registrations before anyone knew what DAVE was.
By having the first and second phases unbranded, we were also able to increase Nuaire’s reach within their target market to those who have other brand affinities.