2014 Winners & Shortlists

The Brief

ACE, the hardware and lifestyle store wanted more mileage for its outdoor and gardening range along with the distribution of its 2013 Outdoor Catalogue. They wanted to generate increased awareness and trial specially for its gardening category spanning potting soil, fertilizers, seeds and handy garden machinery.

Describe how the promotion developed from concept to implementation

We felt that the best way to seed desire and initiate trial was to create a talking point at the ACE store. So we created the ACE Paper Plantation Card, a special Card made out of garden seeds. It invited people to experience the magic of gardening by planting it and seeing plants grow from it, while inspiring them to gain more ideas from the Catalogue. The Cards were inserted into pots further encouraging pick-up and participation. We also had the opportunity of cross selling to in-store DIY customers interested in paints and power tools.

Describe the success of the promotion with both client and consumer including some quantifiable results

500 card units were distributed at the store, resulting in high sales conversion at the ACE Garden Centre. The Card also contributed to a significant sales increase of 34% in 2013 within the Outdoor & Garden Category, compared to 2012. Last heard, there is still a demand for more Plantation Cards!

Explain why the method of promotion was most relevant to the product or service

Generating excitement for a Do It Yourself gardening product is no easy task, especially when it involves getting Non DIY customers into the act. Our ‘Paper Plantation Card’ aimed at redefining the gardening category by getting the customer involved with the magic of gardening.