Following a brand consolidation program, Wavin wanted to maintain awareness for their above and below ground drainage brand, OSMA, within key builders and plumbers merchants.
We knew from recent successes that promotions work, so we set about creating one that captured valuable customer data and gave OSMA a highly visible presence in all distribution outlets.
What we did
Research told us that offering a holiday as a promotional prize had very strong appeal amongst installers. So the ‘Take off with OSMA’ promotion was created.
Trade press ads, EDM’s and a dedicated online video encouraged installers to register online and take part in the promotion for a chance to win a weekly prize draw of £1,000 work of holiday vouchers. We even created a merchant rewards scheme so they received something from the promotion too.
Not only did this campaign have significant effect in terms of sales, brand awareness rose to an all time high of 94%.