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were all constructed from Colorit paper, each reflecting the name of the particular paper used. For example, chamois paper becomes ‘Chamois’ the bull, the character ‘Handy Sandy’ was made from Sand paper and ‘Rose’ was made from Rose paper. The Coloritland concept was introduced in a single storybook, followed up by three smaller books featuring individual characters. The storylines communicate the features of the product, using healthy doses of adult humour to engage the reader and make it appear more than a mere commercial mail-out.
The Results
Over the period of Radley Yeldar’s Coloritland campaign, sales of the product increased 50 percent over the monthly average. Profits were up by 38 percent. Some 6,000 Coloritland books were sent out, and the new mail-out corresponded with an increase in supplied paper tonnage, customer responses, sales and profits. In total, sales increased by around 50 percent, an increase that can be entirely attributed to Coloritland, as it was the sole element of the campaign.
Judge’s Comments
Sarah Stein, Orange SA described the campaign as ‘a really innovative and challenging design solution to capture the minds of the different audiences’. She noted that Coloritland had ‘a massive impact on a difficult market’ and that the promotion had ‘personality and attitude’.
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