Elmhurst Windows: 50th Anniversary - On the Bus
2 million impressions
delivered through T-side advertising.
2.2 million impressions
delivered through bus rear advertising.
14.8 million impressions
delivered over a 52-week double deck mega rear campaign.
Elmhurst Windows are a family-run company well respected throughout Leeds and beyond. They are known for providing quality windows and doors. The Ark Media were delighted to be asked to mark their 50-year anniversary with a campaign. We devised an 'On the Buses' strategy which promoted Elmhurst’s brand heritage and consolidated their position as a leading company focusing on quality and customer service. That focus on those two key elements has meant Elmhurst are thriving five decades later with many repeat customers.
Our aim for them was to not only reach new customers but to remind older customers of the history and pride behind the family owned brand. Father, Jack Abrahams and son, Richard travelled on a bus as they shared their story of Elmhurst and how it was created.
Jack is now 92. He recounted how he used to sell 8 windows for £99 when he first started out. But was always know for quality products and always putting the customer first. These were always the considerations The Ark Media used for any campaigns for Elmhurst.
During a campaign 20 years ago we fully wrapped a bus in vinyl to raise awareness of the business, and this time, we again used bus advertising. We know it works. This time for 'On the Buses' we wrapped two double decker buses in Leeds for 12 months to reinforce Elmhurst Windows branding message with people who live, work, play in and around the city of Leeds.
Bus advertising holds great sentiment for Elmhurst, as they have been using this form of advertising since 2003 and have seen great success from it in terms of direct response leads. Jack Abrahams, Founder & Chairman, said: “The buses are fantastic, we have been doing them for so many years. I remember the first bus we did back in the early 2000s. Bus advertising has always worked so well for us.”
His son Richard, Managing Director at Elmhurst, added: “We absolutely love bus advertising, we have always had a great response rate and know that it drives leads and sales for our business.”
2005 Wrapped bus campaign.
Super rear advertising delivered 2,2 million impressions over a 4-week campaign.
Over 1 million impressions delivered through super side advertising.
Objectives
The primary objective was:
- To celebrate 50 years of Elmhurst Windows whilst both attracting new customers and reaching out to old clients.
Strategy and Execution
For Elmhurst Window’s ‘On the Buses’ campaign we wanted to promote their brand heritage to celebrate their 50 year anniversary.
The strategy included:
-Wrapping the mega rears of two double decker buses in Leeds for 12 months, to reinforce Elmhurst Window’s branding message with people who live, work and play in, and around, the city of Leeds
-Double-deck side and double-deck T-Side advertising
-Three bursts of super rear advertising throughout the year to communicate different campaign messages, including promoting one of their sale events and commenting on the energy crisis
Celebrating a Golden Anniversary
The Ark Media has been delighted to be part of Elmhurst Window's journey for the past two decades.
The 50th year anniversary encapsulated everything that is good about Elmhurst.
Playing on the famous series of the television sitcom 'On The Buses', which was hugely successful from 1969 to 1973, we created a video with Jack and Richard (Father & Son) on a bus where they spoke about their journey so far. And where it plans to take them next. The Ark Media feel fortunate to continue to be part of that journey, framing the authenticity, honesty and attention to deal that drives the Elmhurst brand.
We know, and they trust us to know, that full vinyl wraps on buses mean all consumers, from pedestrians, to motorists, to commuters, will be reached. They trust our suggestions because they know, year in, year out, that our knowledge and experience and insights mean our creative ideas work.
Just under 15 million impressions delivered through Double Deck Mega rear advertising.
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