Brand Experience and Activation > Product & Service

FREE SAMPLE

OGILVY SINGAPORE, Singapore / ORANGE / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

The campaign aimed to promote the benefit of self-storage, and Big Orange in particular, to both new and existing customers. We wanted to help people to think a little differently about self-storage, and leave Big Orange top of mind among potential customers with a DM communication that would get noticed.

Effectiveness

Calls to the main Big Orange hotline increased by 23% in the period following the promotion.

Implementation

The promotion is a very simple idea, with a simple mechanism. It developed little from conception to implementation. The only changes along the way were design-based trials, after which we decided on a minimal ‘special delivery’ look and an intriguing ‘free sample’ sticker to entice people to investigate the package. A discount voucher rewarded people’s curiosity.

Relevancy

Big Orange is all about space. That’s their product. We gave a free sample of that product. By positioning space as a valuable, almost tangible commodity and not a dull, utilitarian necessity, we elevated the idea of self-storage and left Big Orange top of mind among potential customers. The ‘free sample’ was targeted and big enough to stir interest and bypass people’s DM spam filters.

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