Direct > Use of Media
IT'S GONNA GET DIRTY
JWT CHEETHAMBELL, Manchester / SCRUFFS / 2005
Awards:
Overview
Credits
Overview
BriefExplanation
Scruffs make safety boots and workwear for tradesmen. They wanted a marketing campaign that would position them as a brand that performed well and looked good. Scruffs assumed this might be a simple press campaign in specialist trade titles aimed at builders, electricians and plumbers. In the brief they asked for the agency to be adventurous and to match the attitude they imbue the brand with - strong, rugged and ever so slightly cool.
CampaignDescription
Have a conversation with the target audience that the target audience would rather be having. We suggested they shoot a porn movie. Tradesmen have filthy minds and they like rude things. We figured they would respect a brand that wasn't wasting their time trying to talk about just boring product detail. The porn angle was what got our ads noticed, our product demo movie watched, the DVD catalogue pages read, the PR noticed and the website visited. At every opportunity we hijacked porn to sell the product.
Outcome
Following a small press and poster campaign, 1,000 tradesmen called to request the free 'dirty' DVD mentioned. Now PR and word of mouth have kicked in, a further 9,000 copies of the DVD are in circulation. Traffic to the Scruffs website has quadrupled. The number of stockists selling Scruffs products has doubled. Sales of their safety footwear products have tripled and the campaign has paid for itself several times over. Had the same investment been made in a straight trade press campaigns we estimate sales and traffic uplifts would have been only a fraction of these final results.
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