CLIENT
Selleys
Joanne Smith, Global Marketing Director
Sharon Perz, Senior Brand Activation Manager
Maris Papadopoulos, Global marketing manager
AGENCY
Karl Bates, Executive Planning Director
Jack Spicer, Strategic Planner
Alex Carr, Managing Director
Brent Kerby, General Manager
Guy Lovell, Group Account Director
Kirsty Willoughby, Group Account Director
Chris Murphy, Senior Account Manager
Asheen Naidu, Executive Creative Director
Oskar Westerdal, Creative Director
Rene Schulz, Senior Art Director
Margot Fitzpatrick, Head of onscreen
Rob Belgiovane, Chief Creative Officer
SUMMARY
Selleys has a broad portfolio of products operating in the DIY category. Unable to support oil brands it hos a history of taking a 'power brand' and using it to support the totality of the business, bringing to life the brand promise "If It's Selleys It Works". On a budget of $400,000, advertising not only dramatically increased awareness and sales of a new product, Selleys STORM, but had a halo effect across the entire product portfolio and on the Selleys masterbrand. It increased the average sale price for the sealant category by 10% and STORM sales specifically by 41 % - significantly outperforming the category. More significantly it created incremental net sales of $1.4M of which we have conservatively attributed 60% to Selleys STORM advertising, resulting in on ROI of 2:1 in a highly competitive market segment.
