Resene

The art of interaction

“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.

The challenge

In a country where renovation and DIY reign supreme, Resene blazes the brightest trail in colour design and innovation. But the myriad of choices available to today’s consumers can blunt the attraction of even category leaders.

Looking to make a bigger impact than a standard promotional campaign, Resene turned to Touchpoint to help them interact with customers and drive sales.

The solution

In launching their new 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 new colours. The Smart Cars were supported by outdoor media and 100,000 campaign-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 test pot, for just one dollar.

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.

How Touchpoint technology helped

Txt4Info: an automated text response service that manages text requests.

Campaign management: provides a single view of Resene’s consumers across multiple channels; manages automated requests and ordering via SMS, web and email; automates the fulfilment of samples and notification via email and text; and automates opt-in via web, email and text.

Reporting: real time reporting provides a dashboard view of databases and campaign participation, and can be used to track consumer behaviour.

 

 

 

 

 



Brand

Resene

Campaign

Smartmove Txt4Info

Channels
  • Web
  • Email
  • Mobile
  • Outdoor
  • Smart Cars

Agency

Ambient Advertising and Total Media

Target audience

females aged 30- 45