PolyMax products from Polypipe are the perfect plumbers’ mates, providing speedy fitting, reliability and clean aesthetics. To promote the range, Polypipe has always engaged the services of Max – the excitable Plumber from Hartlepool.
This time, the brief was slightly different. To increase sales, Polypipe held a substantial competition, with PolyMax products’ benefits being a secondary factor.
Thanks to their simple push-fit operation, PolyMax fittings let plumbers get the job done fast, giving them more free time to spend as they want.
Taking this concept a step further, we thought of the most high-adrenaline activities that our audience could take part in, and offered them as competition prizes.
Setting the Grand Prize as an all-expenses-paid American road trip on Route 66, we created a range of collateral featuring iconic images of the famous American highway, complete with the intrepid plumber Max in a stunning blue Ford Mustang.
The messaging throughout was to ‘Buy ANY PolyMax product for the chance to WIN a ‘Max’ experience – from one of 30 thrill-seeker prizes every week for four months to the grand prize of a 14-day American Road Trip, with spending money included!’
It’s a simple strategy, and one which is designed to sell more PolyMax products, create more brand awareness whilst helping Merchants benefit from higher footfall, more sales and increased profits.
To maximise exposure, in-branch posters, point of sale, shelf wobblers, tickets and a merchant implementation guide were created to complement the landing page and an action-packed video showing Max sky-diving from a plane and landing in the Mustang.
During the four months of the Route 66 promotion, PolyMax products enjoyed an increase in awareness and traffic through merchant retailers, with installers’ requests for PolyMax higher than in previous years.