Brief To flood the market nationally from after 4pm on Christmas eve until 1pm on Boxing Day and encourage people to get down to their nearest Total Tools for great savings.
Boxing Day is one of the biggest days for sales revenue in the Australian retail landscape. Prior to 2017, only some Total Tools stores agreed to open their stores on this day. In 2017 an agreement was finally reached across all franchisees to open for the Boxing Day sales in 2017. Given this, it was critical the day would be a huge sales success to ensure the event became a regular fixture on the Total Tools sales calendar and all franchisees would enthusiastically continue in years to come.
Response Total Tools key target is the sports-loving tradie. A multi-channel approach was taken across national TV, radio and press. The idea was to flood the market in a concentrated and tight time frame from 4pm on Christmas Eve until 1pm Boxing Day where there is a plethora of sporting events on air.
TV was used in key markets, as well as full page advertisements in the Sports section of the Metro Newspapers in every state. This media supported the strong radio coverage which had existing high brand awareness from ongoing Total Tools campaign throughout the year.
Specifically on TV, high rating Big Bash League television spots were secured for Christmas Eve and additional spots were secured for the traditional Boxing Day test match. This airtime took advantage of the increased audience for cricket during this holiday period to maximise reach amongst the sports-loving tradie audience.
All spots featured a strong call to action encouraging people to get down to their nearest Total Tools for great savings.
Results The day was a huge success with Total Tools achieving their “biggest ever days’ sales” nationally. This result has meant Total Tools will continue to run the Boxing Day sale again in 2018.
Testimonial “360DMG are a fantastic partner that know retail, know media and really care. In this day and age, it’s hard to find the level of knowledge, buying power, commitment, that treat you like a partner not a number.” Darren Gunton, General Manager Marketing, Total Tools