 |
Market Situation: |
Master Lock was getting ready to launch a new combination lock
specifically targeted to the Tween market. Success of the new
product introduction depended greatly on gaining
distribution in Wal-Mart and Target prior to the
back to school sale season. They felt an unconventional
marketing solution was called for, which is why they awarded
the assignment to the Chicago creative agency whose website
you currently are checking out.
|
Our Solution: |
Rather than market the combination lock on Master Lock's
heritage, we positioned the new product as a fashion item,
unlike the traditional combination lock that has adorned
school lockers for generations. This brand position was
reinforced in an integrated campaign utilizing cinema, web,
texting, and print advertising.
|
The Result: |
Distribution of Master Lock's new G.I.o combination lock
at Wal-Mart and Target exceeded sales projections by 23%.
|
|
