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Introduction
In a country where renovation and DIY reign supreme, Resene blazes the brightest trail in colour design and innovation. But the galaxy of choices available to today’s consumers can blunt the attraction of even category leaders.
The launch of Resene’s 2008 colour chart presented new opportunities for leftfield thinking. Looking to make a bigger impact than a standard promotional campaign, Resene used Touchpoint to interact with customers and drive sales.
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Campaign snapshot
In launching its colour chart, Resene put a new spin on an old favourite – the voucher. The Smartmove Txt4Info campaign used 25 Smart Cars fully vinyl wrapped in eye catching designs promoting Resene’s 2008 colours. Supported by outdoor media and thousands and thousands of campaigned themed coffee cups, interested consumers used their phones to text the keyword of the design theme they’d seen to receive a voucher for a free test-pot.
An automated response requested a return text that included the texter’s email address, to which an electronic voucher linked to the Resene website was sent. The multi-staged response mechanism is a truly digital incarnation of customer coupon redemption.
"The Smart cars and coloured coffee cups enabled us to showcase Resene’s new colours in a unique way and made it easy for consumers to try them at home - all they had to do was send a text and wait for their testpot voucher to arrive," explains Resene’s marketing manager Karen Warman. "It offered us a creative way of interacting with fashion conscious decorators and we were impressed with the buzz it generated," says Karen.
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Touchpoint interactive technology modules:
- Txt4Info: An automated text response service and backend fulfilment
- Campaign Management: A module providing a single view of customers across multiple channels, managing automated registration and ordering via SMS, web and email; automating fulfilment of samples and notification via email and text; automating opt-in via web, email and text
- Reporting: Real-time reporting and dashboard view of database, campaign participation and portal behaviour
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