CASE 2: The Plumbing Knight
Positive Exposure... The goal was creating a way to get top exposure that was engaging to the public and create a positive and rewarding experience. We created a competition entitled "where's the knight?" The competition is currently active and will be running the remainder of 2009. The premise is simple - people who have a service need - look for the solution when the problem is there. We wanted to get The Plumbing Knight out to the front of the plumbing sources (mentally) by having a weekly competition. Every Wednesday, people who receive the Pilot will find in the front of section A - the larger ad seen above. The ad explains the competition and as it explains - each week reward 4 new winners. The prizes are gift certificates to 3 different restaurants and tickets to a local movie theater.
The economy is tight right now. The chance to win an unfettered prize is a great incentive, and has already paid for itself in leads and new service. I look forward to seeing how the year ends with this campaign.