TV Campaign success for IronmongeryDirect launches second run
Published: 05 June, 2012
BASILDON:After the success of the first ever national TV campaign IronmongeryDirect is set to launch the campaign again, testing out new markets this time around.
The original campaign introducing IronmongeryDirect’s strapline ‘Masters of our trade’ ran from 1st – 22nd November 2011 on Dave, Discovery: Shed and Turbo. "After an analysis of the campaign we saw an increase in attributed leads by 63% within 30 minutes of spot transmission. This indicated that consumers were responding and from this decided to move ahead with a second campaign," comments Stuart Wilson, head of marketing, IronmongeryDirect.
The second campaign will run from 1st June to 14th June across Discovery Shed, Discovery Turbo and Sky Sports 1, 2, 3, 4 and Sky Sports News. The new channels were included following a detailed analysis of results from the last campaign. "DRTV proved to be a viable recruitment channel for us. Through further optimisation, we expect to see better results and are looking forward to welcoming the new customers from this campaign," comments Wilson.
The 30 second DRTV ad, created in conjunction with MostlyMedia and produced by PangaeaTV, features a tradesman talking about his favourite tools of the trade that includes the IronmongeryDirect catalogue which he classes as an equally important tool.
Most recently IronmongeryDirect has launched its mobile website in keeping with the latest technology, making it easy for tradesmen on-the-go to search for products and place their orders.