 |
I. Keating Furniture
This long-standing client wanted a big promotion that would draw attention, create excitement and get people into the I. Keating stores in both Minot and Bismarck. The goal was to promote the largest home-makeover promotion to date in North Dakota. We developed and implemented a multimedia campaign based on a three-week $25,000 "Mega Makeover Giveaway." After researching the market, the promotion idea was presented and primary media outlets were contacted to partner in the promotion. The home makeover was first implemented in the Bismarck and Minot markets in 2005 and again in 2006.
Customers registered to win a grand prize of $25,000 worth of home furnishings. Additional winners receiving $500 shopping sprees were chosen each Thursday and Saturday during the three-week promotion. These winners were announced at live radio remotes held in the store. All winners were required to be present to win, bringing big crowds to the store for all the drawings.
Our media plan included radio ads, live remotes, newspaper ads, television ads, and live mentions by television partners. We also created the ads for radio, television and print. The in-store selection of the grand prize winner for each giveaway was supported by a live remote leading up to the big drawing, which was broadcast live on the local radio station. The event received additional coverage in that evening's television newscasts and across the radio stations. The weekly drawing drew in over 100 customers each week on days that in the furniture industry are typically quiet, with the big giveaway attracting over 1,000 customers at one time.
|
|
|
|
