In 2011 the For Dummies brand celebrated 20 years and briefed Broccoli to devise a campaign that would drive consumers into WH Smith stores and support the anniversary message around Easter.
Two methods were employed to effectively deliver the campaign’s objectives: firstly a reader offer in the regional press gave readers a £5 off voucher valid in WH Smith stores; secondly, promotional teams handed out the money off voucher to the public at high footfall locations in cities across the UK, together with a branded chocolate.
A total of twelve newspapers with a daily readership of nearly 1 million gave their readers the chance to save on a For Dummies title. Seven city centres were covered by promotional staff, some benefiting from the help of the Dummies man costumed character, delivering 16,400 vouchers.
This activity is so successful in driving sales that For Dummies has trusted Broccoli with it four years running.
Two methods were employed to effectively deliver the campaign’s objectives: firstly a reader offer in the regional press gave readers a £5 off voucher valid in WH Smith stores; secondly, promotional teams handed out the money off voucher to the public at high footfall locations in cities across the UK, together with a branded chocolate.
A total of twelve newspapers with a daily readership of nearly 1 million gave their readers the chance to save on a For Dummies title. Seven city centres were covered by promotional staff, some benefiting from the help of the Dummies man costumed character, delivering 16,400 vouchers.
This activity is so successful in driving sales that For Dummies has trusted Broccoli with it four years running.
