BSS is the Contract Merchanting division of Travis Perkins, providing a range of specialist pipeline and heating solutions, distributed and sold through an extensive network of 60 branches and trade counters. Their own brand, BOSSTM has a considerable trade reputation in its own right and has been established as a premier quality, high performance alternative for 100+ years.
To engage and encourage customers to open BSS accounts and order oodles of BOSSTM products via a precision-targeted multimedia campaign. The promotional vehicle used was an attention-grabbing prize draw to win a Mercedes van or Premier League and SPL tickets.
THE UNEXPECTED SOLUTION
To drive the BOSS product range straight into the consideration set of both new and existing trade customers, we adopted a hi-visibility creative approach. Big heads and big messages combined to reinforce the high performance credentials of the brand whilst delivering news about the promotion with gutsy personality and stand-out messaging. The result? Outstanding participation and cut through.