Retailing

GOLD

GOLD

Client: Lennox

Campaign: ‘Get ready for spring’

Agency: Vickers & Benson Direct + Interactive

Creative Directors: Steve Murray, Bryan Tenenhouse

Copywriter: Ray Smith

Art Director: Simone Vieira

Trying to get customers thinking about hot, humid, sticky, uncomfortable summer weather in the middle of a very cold and unusually snowy April is no small feat. But that’s exactly what Lennox managed to accomplish when it began selling its $2,400 air conditioner this spring – a product that is normally a reactionary purchase.

In its first database initiative, Lennox drew from its dealer customer database (compiled from invoicing systems) to create four target groups made up of homeowners with a previous air conditioner repair, an older air conditioner, other indoor air quality products and those with no air conditioner. Very targeted direct mail packages were mailed – motivating customers to think about home comfort needs for the summer and to contact their local dealers to take advantage of one of seven offers included.

A dramatic sunburst on the outer envelope was designed to break through the clutter. It was enclosed with a dealer-specific letter. Non-responders were followed up with telemarketing to probe and close the sale. While the results varied across the 28 dealers participating in the program, the overall results included a 393% ROI – 7.3% lead generation (dealer average) and an 80.8% hard lead conversion to sale.

SILVER

The Loyalty Group for its ‘Air Miles Testimonial’ campaign, developed by Wunderman and Young & Rubicam.

SILVER

Sunoco Inc. – a Suncor Energy Company for its ‘Sunoco Ultra 94 Spring/Summer’ campaign, developed by Grey Worldwide.

MERIT

The SONY store for its ‘the SONY store Connection Electronic Gift Card’ direct mail package, developed by Lowe RMP.