Delineo recently developed creative concepts for Cartridge Word. Designed to drive footfall into stores around the UK, the campaign recommended repositioning the retailer’s core proposition on service and convenience rather than the current price-led approach.
To help develop a value proposition that appeals to both the B2C and B2B markets, the planning and strategy team at Delineo carried out comprehensive research in order to understand the target audience for print cartridges. This involved face-to-face interviews, an online survey and a focus group. In addition, the competitor landscape was assessed in order to understand Cartridge World’s point of differentiation and positioning in the marketplace.
The research revealed that a high proportion of people do not base their purchase decision for cartridges solely on price, as their situation or lifestyles impact the way they buy products and select brands. Key factors affecting product selection include convenience, specialist knowledge, service and value for money; all of which were either of equal value or, in some instances, more important to the audience than price. It was, therefore, important to reflect these factors in the overarching messaging in order for the advertising campaign to be relevant and compelling to the target audience.
Running with the strapline, ‘We’ll find the right cartridge for your world’, the campaign was designed to highlight the diverse use of printer cartridges across several different demographics, showcasing a number of circumstances from children printing their homework to professional use. The idea of the campaign was that Cartridge World would find the perfect solution for each audience segment as one size does not fit all, utilising their expertise to provide a cost-effective printer ink solution.
Senior copywriter Phil Monks commented:
“We were very keen to keep the messaging of the campaign focused on what the audience could achieve by shopping at Cartridge World. Once we had identified the key demographics in this campaign, the creative team began crafting an appropriate and effective message that would have resonated with the customer.”
All concepts remain the property of Delineo. Copyright © Delineo 2012
