This weekend saw Graham’s acquisition in Colchester become a fully-fledged Graham-branded trade counter and bathroom showroom; complete with stunning roomset displays and bluesky-designed graphics
and POS.

The day was marked with a showroom launch event and bluesky were charged with generating as much high quality consumer footfall as possible.

Our campaign strategy was local and targeted; concentrating on mosaic-profiled direct mail, radio advertising, the use of an ‘ad van’ and some local press activity.

The campaign creative concept capitalised on the timing of the event – the last weekend of February in a leap year. With part of Graham’s showroom strategy being to assure consumers that they’re not a trade-only bathroom destination (namely women, who typically make more of the style decisions in the home) the idea was to tweak women’s interest by suggesting that as it’s a leap year, they might want to pop the question they’ve been meaning to ask for ages… can we have that new bathroom!

The creative application of the concept materialised as a striking image of a woman’s face, zoomed in on a pair of pink lips. The idea was a complete deviation from the norm (previous new showroom launch creative work has focused on an image of a bathroom) the campaign gave dramatic stand out and a point of difference for Graham in the region.

All campaign materials carried the same high-impact creative – the ad van was said to cause quite a stir! Both direct mail and press advertising followed a long format which stood out off the mat and off the page.

Mandy Errington, bluesky’s Senior Campaign Manager responsible for the Graham project was delighted with the results;

“Putting together and running a local event campaign like this is exactly the kind of work I was used to doing in my Co-op days; so it was great to be able to use that experience and my contacts in this area to best effect for Graham.”

If you have a launch event to organise or would like to discuss direct mail, radio or press advertising, ad vans or QR codes just give Mandy a call on 01449 765720.