AUSTDOOR’S “HIT ON FEAR” CAMPAIGN
In July, a burglary occured in Hanoi by breaking the rolling door’s code of an electronic shop and took away nearly 1 billion Dongs. The incident was promptly advised by PPR for Austdoor Joint Stock Company as a great PR opportunity of Austdoor products. The campaign has created a powerful effect and spread in the household communityand businesses - target customers of the Austdoor door brand.
With the target towards a large customers group, who having been using rolling doors as well as potential customers in the future, PPR has chosen a widely spread, cost-effective distribution channel with a reasonable budget is online marketing, through seeding activities on the forums, facebook.
Immediately, the information regarding the security of the rolling door spread and heatedly discussed on more than 20 forums and Fanpages, which has highly interactive, and reached tens of millions of social network community during 2 weeks. The community network began to feel worry about the security of the rolling door and raise a series of questions: Which rolling door technologies can overcome these very serious defects? Are rolling door products, that they’re using in the family, safe and secure... PPR and Austdooralso said: This is the right moment to give positive information about the Austdoor brand.
After implementing a three-week online marketing plan, Austdoor held a press conference in mid-September with the participation of more than 30 newspapers to provide full details ofnAustdoor's superior technology -bAustmatic Rolling Code technology - the jump code technology to disable Chinese lock breaking equipment and ensure absolute security. Shortly thereafter, a number of newspapers reported on Austdoor's superior technology. These series of articles continued to spread widely on forums and fanpages, creating a powerful and impressive effect about the quality and absolute security of the Austdoorrolling door brand, which was also the second stage in the communication strategy that PPR advises deploying with Austdoor.
The campaign has achieved unexpected success with the access to information, interaction (like, comment, share) up to tens of thousands. Seeing the good effect of the campaign, Austdoor continues to plan to implement the 3rd phase with the Change The Rolling Door Control Device campaign. And PPR continues to be trusted as a consultant to Austdoor in the next phase.
Mr. Duong Quoc Tuan - General Director of Austdoor Group said: "With the creative idea and target insight understanding, the "hit on the fear" campaign of PPR Vietnam helps Austdoor surpass competitors, increase 20% market share after just 3 months. "
According to PPR Việt Nam
Mr. Duong Quoc Tuan - General Director of Austdoor Group said: "With the creative idea and target insight understanding, the "hit on the fear" campaign of PPR Vietnam helps Austdoor surpass competitors, increase 20% market share after just 3 months. "
According to PPR Việt Nam
