What they did
In response to their desire to be a brand leader, Berlei set out to get the women of Australia into the right sized bra and to “feel fabulous”. Utilising a series of local area campaigns along the east coast of Australia, a bra fitting bus was created to allow women to experience the brand in a modern way. The Berlei Uplifting Tour of Australia visited 29 towns coinciding with existing community events where possible.
Source: The Australian Effie Awards
To translate this experience into sales, each woman was given a ‘prescription’ for her local retailer, allowing the experience to continue through to the store.
How did it go?
Unaided brand awareness rose 11.5 per cent after the conclusion of the campaign and became the number one bra brand that women would recommend to friends.
Small business lessons
- Take your product to where your customers are. This could include local area marketing activities such as sponsoring a community fair day or a local sporting event
- Link any off-premises activation back into your business. This can be done by offering a return discount or having any offers given out off-premises redeemable at your premises
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