Agency: Oakwood dc
Agency: EHS Brann
WINNER Comet felt it had a problem because its reputation as a retailer was more as a supplier of 'everyday' household appliances than a leader in the latest technologies.
To establish a new marketing position, Comet hired Oakwood dc to design a piece of literature to reinforce its higher-end product range.
The judges felt that the subsequent work was an extremely well-targeted piece of design, effectively raising the Comet brand profile into a premium space. This was particularly impressive given the competitive nature of the retail sector in which Comet operates.
The brochure saw sales of all items across the range significantly increase, so much so that the literature had to be reprinted and re-run only three weeks after the initial distribution.
Habitat's Sale is now well-established, but the company was keen to freshen up the design of all its marketing messages for Sale, regardless of the time of year or campaign specifics.
The design by EHS Brann worked on a stripe theme that offered an instantly recognisable look, and quickly became synonymous with the Sale.
The first promotion using the design, Summer Sale 2003, generated a 4.2% response from Habitat Store card-holders, with the rate for the January Sale 2004 campaign rising to 5%.