House Of Hearing - Case Study
Fruitful has been appointed to produce House Of Hearing’s 2008 integrated advertising campaign.
As well as creation and production of advertisements, we have also been tasked with media planning and
buying.
OTHER CASE STUDIES
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Focussed Media Buying
We spent a lot of time narrowing down the best media to catch the over 50’s target audience in Edinburgh and the Scottish Borders.
We didn’t want to waste money on publications and other forms of media that were not geographically tight enough.
Press - Edinburgh Evening News & Southern Reporter
The EEN was chosen over The Scotsman, because it delivered an almost identical number of target audience readers at half the cost. The Southern was used to reach the Borders customer base.
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Train Posters
Train posters along the main Edinburgh - Glasgow route were used to reach the Edinburgh customer base.
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Bus - Headliners and Rears
Bus advertising was used because we could pick the specific bus terminals we wanted to use. In this case Edinburgh’s St. Andrew’s Square and Galashiels.
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Taxi - Tip Up Seats and Receipts
Taxi seats proved a cost effective way of targeting potential Edinburgh city centre customers.
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TV - ITV Borders
Being a local client, House Of Hearing are entitled to local rates on ITV Borders. This meant we could afford to put them on TV for the first time. We created a simple idea that was cost effective to produce.
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Radio - Forth 2, Talk 107 and Radio Borders
Radio stations with local and demographically suitable listeners were chosen. The same creative as the TV was used to keep costs down.
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Pharmacy Bags
Pharmacy bags were used because, again, we could dictate which pharmacies took place, plus a high percentage of prescriptions are collected by the over 50’s.
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Streetbins - Galashiels
We selected two street bins, one at the main pedestrian thoroughfare between the supermarkets and the town centre and the other outside the post office.
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Topical Press - Gilbert & Sullivan Programme
The creative concept is adaptable enough to be used for
specific/topical ads.
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