In a highly competitive retail environment, where price often has the biggest purchasing power, developing an engaging retail promotion for the sale of printers is a challenging prospect. It was a challenge that Spruik was happy to embark on when Canon approached us with exactly that brief though.
Aimed up people setting up their home office for the start of the year – be that for kids returning to school or parents returning to work – the campaign needed to appeal to a wide range of people. It also needed to highlight the 2 core components of the campaign – cash back when purchasing products and the chance to win a brand new Toyota RAV4 Hybrid.
The creative brief was to ensure there was a connection with the cash back product offer and the car giveaway offer. This led to the development of the Cash Back Key Rings. The key rings provided a consistent connection with the car giveaway, a strategic space for campaign messaging and the ability to add individual personalities to each key ring to appeal to the different customers – mum, dad and the kids. This led to a campaign that was bold, colourful and provided strong visual cut through within the generally cluttered retail environment.