CASE STUDY: BOC Gas & Gear Proximity Campaign to Reach Tradesmen
Provided by Brand Bags Ltd
Utilising ambient media, BOC reach Tradesmen during the working day, to advertise local stores and services, in store and online
What was the Challenge / Background of the Campaign?
BOC Gas & Gear is a well known and respected global company and supplier of gas, tools and safety equipment to the building trade. They were looking for a way to promote their network of stores, equipment, and services and drive traffic to their site www.andallthatgas.com. They wanted to find a media which would reach their target audience of tradesmen in key ares in proximity to local stores, during their working day. BOC partnered with Brand Bags, producer of Ambient Media campaigns and well experienced in putting regional and nationally targeted campaigns together.
What was the Campaign Objective?
To reach tradesmen/builders during their working day. Promote BOC Gas & Gear and increase awareness of their services, equipment, website and national network of showrooms and stores. Increase awareness and drive and increase in footfall to BOC showrooms by utilising the bags to promote the addresses and telephone numbers of individual showrooms, by delivery of the media to proximity to the target audience.
What was the Solution?
Many tradesmen stop off a cafes to refuel and take a break during their working day, and so was chosen as the ideal location for BOC messages to be received. Brand Bags created a regional campaign consisting of 25k BOC branded sandwich bags distributed at 12 cafes, diners and sandwich bars chosen for their proximity to a BOC showroom, match to the target audience and location. Artwork consisted of a design representing BOC on the front, and different designs for the back representing 8 separate regions covering the 32 showrooms, with addresses and phone numbers listed.
What were the Results?
After a trial campaign of only 25k bags which worked extremely well, BOC were delighted with the increase in footfall and enquiries to this store. As a result they booked a much larger campaign to cover and promote their regional showrooms across the UK. Only outlets that catered to builders and building tradesmen in a catchment around each BOC showroom were utilised and delivery of BOC bags went to each allowing for a 4 week campaign. The result was an increase in footfall, enquiries and orders for each area.
What were the Key Learnings of this Campaign?
We managed to increase our database of tradesmen cafes and the client was able to check our potential delivery outlets and approve them for location and audience type, but BOC showrooms also had direct relationships with local cafe owners. This shared information allowed us to include any additional cafes. A collaboration between the showroom personal, having local knowledge of cafes in their area, assisted us with providing the best campaign coverage possible but also helped BOC give something back to their local or favourite cafe owner.