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Whitcoulls :: A Little Bit Wonderful Everyday
To watch the A Little Bit Wonderful Everyday TV ad, you need Flash. You can get it right here and we’ll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It’s really very useful for watching great clips like this Whitcoulls ad.
Why Change?
Research showed finding the right product was more important than price. We needed to shift from marketing product and price to engaging customers with the real everyday moments Whitcoulls' products create in their lives.
What Changed?
After only three weeks of the new marketing campaign our ads were rated New Zealand's second favourite by a TNS Research panel of 1,000+ people, retaining the No.2 spot while the campaign was on-air.
Eight weeks after launch Whitcoulls’ attitudinal equity had increased by 11%, the fastest and biggest positive impact ever recorded by Synovate Research. “Used most often/my brand” was up by 20%, with unprompted awareness up by 12%. Most importantly, the business emphasis on margin rather than discounting was achieved.