The Brand
Coles
The Media Owner
TRSN
The Objective
To create awareness of the new Coles Colac store, including the opening date, location, features and departments of the new store. Build excitement in and around the town of Colac and to capture/engage those customers living on farms, bigger properties and in smaller towns outside of Colac that could not be reached due to limited letterbox distribution opportunities.
The Execution
TRSN developed a tailored launch campaign utilising multiple touch points – on air, on site, digital and social media – to build excitement and awareness of the new store location and opening date. A 6-hour, high impact activation on launch day, combined with a two week on-air listener promotion give away of gift cards, drove listener engagement and ultimately attendance to the new store.
The Results
- Opening week sales well exceeded Coles Operations Team expectations and subsequent sales were above budget estimates.
- Following the launch the new store traded at double the turnover of the old store, with approximately 5,000 extra customers a week now shopping at Coles in Colac.
