January 5th, 2011

Red C delivers for Build Center… in a Mini

Our model preparing to cut up some insulation rolls with a chainsawWhen Build Center (one of our clients at Wolseley) called us with an urgent brief to spread the word about their £3 loft insulation plus free delivery promotion, we knew we had a real challenge on our hands. Not only did we have just over a week to develop the campaign and roll it out… they wanted us to deliver something a little out of the ordinary to maximise the impact. Cue one Mini, one woman, 17 rolls of loft insulation, a 56-link chainsaw and a 2 minute viral advert.

Here’s how we did it…Build Center landing page

Wednesday 1st December

• Took brief from client and Red C go into action

• Put brief out to email data providers to supplement customer email data with external data in order to boost volume

• After a brainstorm (or thought shower) at Red C decided we needed a 3rd party offer to boost the main offer so close to Christmas. Put the brief out to source a 3rd party offer

Thursday 2nd December

• Narrowed down to 2 data sources to recommend to the client and chose 3rd party offer (wine of course!)

• Raised quote to client to sign-off

Friday 3rd December

AM – Angela arrives at the agency with a huge roll of loft insulation to inspire the creatives when giving the brief

PM – got a great viral video idea and 2 possible concepts

PM – client approved viral idea and one concept – funnily enough inspired by Angela’s experience!

Our Creative Director, Julian Gratton, persuades top TV Director, Chris Gaffey, to give his services at a reduced rate to film the video. Top production studio, the Mob, agree to assist too.

Build Centre

Director, Chris Gaffey gets too close to the action

Monday 6th December

• Organising the video shoot – pre-production meeting, location recce, model casting, sourcing props, persuading one of our Account Director’s to lend us her Mini

• Details of the offer and data are finalised

• Work starts on email and the landing page creative

Tuesday 7th December

• Video shoot – the fun bit!

• Purchased URL – www.whyfreedeliveryisgood.co.uk

• Creative approved by client

Wednesday 8th December

• Email and landing page build commences

• Video post-production and editing

• Response/traffic estimates to client

Thursday 9th December

• Final testing

• Final video cut with music sourced and applied

Friday 10th December

Go live – we have done it!

Julian spends Friday and the weekend seeding the video.

“It’s been a hoot but I am going home to get some sleep now!”

Chris Gaffey – TV Ad Director

I think that’s how we all felt.

Build Center landing page promoting the Mini viral and two great offers

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One Response to “Red C delivers for Build Center… in a Mini”

  1. avatar Emerson Says:

    Great work you guys! And very fast!

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