Media > Use of Media
IT'S GONNA GET DIRTY
JWT CHEETHAMBELL, Manchester / SCRUFFS / 2005
Awards:
Overview
Credits
Overview
Audience
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.
Effectiveness
The DVD idea increased the campaign cost by only 20% but its effect has been amazing, with 10,000 copies in circulation. Scruffs' sales have nearly tripled. Traffic to their website quadrupled. And because the DVDs get passed around, the sales effect has significantly outlasted the initial burst of media activity.
Execution
The ads introduce the core campaign idea, show off the product/prices and encourage purchase in their own rights. They also entice you to get further involved with the promise of a free DVD. The DVD is the campaign centrepiece. A product demo movie and virtual brochure that doubles up as a porn movie whilst all the time encouraging web traffic. Other direct mail elements, like the protection cards, were added to create extra hype.
MediaEffort
Using DVD allowed us the perfect mix of entertainment, brand building and hard sell. The movie is hilarious (you warm to the brand), the emphasis is cool yet functional (exactly what the brand wants to be seen as) and there is solid information (so you can choose your products and place a direct order). Furthermore the DVD made above the line activity twice as noteworthy and it acted as a catalyst for extensive PR coverage.
MediaStrategy
Marketing to tradesman is often tedious, with boring ads running in specialist titles, which often get ignored. We started with more 'normal' media. We went where the target went, running ads in tabloids and in pub/bar toilets. But to make our conversation last, we integrated the 'normal' media with the idea of an interactive DVD via direct mail. Expecting this audience to interact with the brand was a big ask however, so we needed a very strong creative idea. Builders have filthy minds. Their favourite newspapers feature football, naked women and not much else. We took note. And married the brand with sex and porn.
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