Lifecycle Pricing campaign.
Leadership, Creative Strategy, Ideation, Concept, Design, Creative Writing
The challenge
Lifecycle Pricing was a very valuable product that was being overlooked. It helped retailers realize what products and customers are truly worth to them. Our job was to generate interest so customers/potential customers could learn more about this awesome product and realize what they are missing.
The solution
Create a campaign that sparks awareness and curiosity and addresses the need for retailers to have Lifecycle Pricing. Drive home the value proposition - "realizing true value" in a clever and bold way.
The catalyst of the campaign was a direct mail piece.
Each retailer received a product that they actually sell.
Each retailer received a product that they actually sell.
Each retailer received a product that they actually sell.
Each retailer received a product that they actually sell.
Each retailer received a product that they actually sell.
The mailer contained either Legos, Barbie Dolls, a blanket, or some almonds, etc. The reason we sent them an actual product was to help make our point. To make the recipients even more curious, we wrapped the item like a gift. Besides building suspense, this also gave us a way to reveal the intriguing message as they opened the mailer and unwrapped the gift.
We asked them “do you know what this is really worth?”.
We asked them “do you know what this is really worth?”.
We asked them “do you know what this is really worth?”.
We asked them “do you know what this is really worth?”.
We asked them “do you know what this is really worth?”.
We created a price tag shaped card for outside the wrapping asking the question “do you know what this is really worth?”. The card was attached with a JDA branded ribbon which served as an elegant bow and classy finish to the piece. It also symbolized JDA as the company that ties it all together.
“Hint: It‘s way more than just price.”
“Hint: It‘s way more than just price.”
“Hint: It‘s way more than just price.”
“Hint: It‘s way more than just price.”
“Hint: It‘s way more than just price.”
For the inside, we created another price-tag shaped card that completed the bold and brief messaging. It included a web address to a dedicated landing page with more information and resources.
The power of this concept / execution is the retailer was literally holding a product they sell.
The power of this concept / execution is the retailer was literally holding a product they sell.
The power of this concept / execution is the retailer was literally holding a product they sell.
The power of this concept / execution is the retailer was literally holding a product they sell.
The power of this concept / execution is the retailer was literally holding a product they sell.
We asked them point blank, “do you know what this is really worth?”. This challenged them to rethink and address the true value of the products they sell and the customers who buy them. The intriguing mailer convinced retailers to learn more.
Results were faster than Barbie's Corvette.
Results were faster than Barbie's Corvette.
Results were faster than Barbie's Corvette.
Results were faster than Barbie's Corvette.
Results were faster than Barbie's Corvette.
In its first week alone, this award-winning campaign generated 20 meetings.
By the end of its second week it had delivered 3 on-site meetings and 10 high-value opportunities.
Driving results - one Lego set, Barbie Doll, and bag of almonds at a time.
Driving results - one Lego set, Barbie Doll, and bag of almonds at a time.
Driving results - one Lego set, Barbie Doll, and bag of almonds at a time.
Driving results - one Lego set, Barbie Doll, and bag of almonds at a time.
Driving results - one Lego set, Barbie Doll, and bag of almonds at a time.
Fun fact: the famous LEGO brick that we play with today is more than 50 years old. The bricks made way back in 1958 will still fit perfectly with those you play with today!
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