Express Bi-Folding Doors: Weybridge Showroom Opening

Using a number of adverts in property magazines generated 2,058,000 total impressions, targeted at those interested in home improvement

Rail panels in train carriages offer high dwell times and for this campaign generated 600,000 total impressions

 Objectives

Raising the profile of Express Bi-Folding Doors ahead of their Weybridge Showroom Launch was pivotal to a successful campaign. As part of the launch, Express Bi-Folding Doors had architect George Clarke, presenter of Amazing Spaces and many other popular Channel 4 shows, as well as interior designer Linda Barker and actor Warwick Davies to unveil their latest offerings.  

Considering this, the primary objectives were to: 

-Encourage people to attend the Weybridge showroom opening

-Target potential Express Bi-Folding Doors customers around Weybridge, Surrey and London

-Raise the profile of Express Bi-Folding Doors in the area around its new showroom

-Encourage website traffic to see the selection of Express's premium products

Across a 12 week period, 67 bus rears generated 16,637,710 impressions

Strategy and Execution

The limited nature of the media landscape in Weybridge, meant building a suitable media mix to create an impactful campaign was a challenge which the Ark Media rose to. Our experience of the effectiveness of bus advertising, led us to devising a heavily weighted bus campaign, supplemented by a variety of other media types.

To reach maximum audiences and reinforce the message that Express Bi-Folding Doors had arrived in Weybridge we used a combination of Out-of-home advertising such as large format static sites at Weybridge rail station and a large number of bus rears over a 3 month period, with several mega rears to keep the message sustained over a year. 

In addition to Out-of-home methods, we targeted potential Express Bi-Folding Doors customers in a number of other ways. A Sky TV campaign using in-depth audience profiling allowed us to target demographics with characteristics similar to existing Express Bi-Folding Doors customers, and feed the commercial direct to these households. Utilising geographical data, we used a direct mail campaign to target specific postcodes to build additional reach. We also used a magazine editorial to target those interested in home improvement. 

Strategies included:

-Rail advertising, with both rail panels and billboards at Weybridge station used

-A Sky advertising campaign directed at specific households, based on MOSAIC profiling

-Combination of long term mega rears and a short term, high impact campaign on super rears

-Direct mail leaflets, and magazine editorials.

A Successful Launch

With the aims of directing the people of Weybridge to both the showroom launch and the Express Bi-Folding Doors website, we were able to create an integrated campaign across a wide variety of media types. Successfully executing a campaign which created brand awareness across the catchment area that Express Bi-Folding Doors is the market leader in its field. We partnered the brand awareness element with a clear call to action to the target audience, through the TV campaign, leaflet drop and magazine, to visit the showroom and browse the selection of premium products available.

The campaign used captivating visuals and key messaging about why Express Bi-Folding Doors is a business to be trusted. Messaging focused on Express as a UK-based manufacturer as well as the endorsements of reputable figures such as George Clarke and Linda Barker to reinforce why Express is such an attractive proposition when looking at home improvement.

Success continues for Express Bi-folding Doors with their best trading year so far coinciding with the Weybridge launch. The Ark Media utilised its insight and research to create a targeted advertising campaign which, alongside the clear messaging brought success for Express Bi-Folding Doors.

Digital AdVans operate as mobile billboards and can target specific high traffic areas, they delivered 105,083 impressions across a 3 day period