“This was the first time any broadcaster had taken first party data at postcode level for a campaign structure – a true ‘media first’ for the industry.”
Kress is a sub-brand of cordless power tool manufacturer Positec, who specialise in DIY, Home, lawn and garden equipment.
The Kress range has a specific focus on cordless outdoor power equipment for commercial landscapers and demanding homeowners. Their footprint has grown to cover 60 countries, through a network of garden machinery dealers.
Whilst Kress have no online sales presence, they have an extensive network of specialist dealers across the UK and Ireland, and are sold by experts in the lawncare market. The biggest challenge for Kress was to differentiate the audience from Positec’s smaller Landroid robotic mower, to avoid cannibalisation of a market that has relatively low adoption rates compared to the rest of European dealers.
Kress RTK unmanned mowers maintain very large grass areas so are perfectly capable of handling gardens or lawned areas over 1300 sqm.
Space & Time developed a plan that could reach properties with gardens of a certain size on a relatively modest budget with practically zero wastage.
The primary audience was defined as AB, 45- 65 males.
This audience tend not to turn on the TV to see what’s on, but choose their viewing carefully, and lean towards intelligent drama series and news programmes, at a time that suits them.
The creative execution of the TV ad was designed not only to reflect their lifestyle but was also deliberately voiced with a relaxing narration.
We produced a unique solution, made possible through strong relationships with a number of specialist media and data suppliers. In this instance, we worked with a key data partner to source the postcode data of all homes in the country (exc NI) that have a value of >£650,000 and a garden >1,350 sqm (approx. 1/3rd acre). This established the affordability, and the need.
This gave us a total audience of 502,000 households. Although It sounds low, the average UK garden size is just 188 sqm.
The key component to our idea was to then import this data into ITVx – the premier UK commercial live streaming and catch-up service.
We added a programme genre filter of ‘drama’ and ‘news’ only, to avoid the ad being shown to other household occupants that were not relevant (i.e teens/children).
This planning approach to a qualified audience would further ensure our ad would only be served to relevant households at a time when our target consumer chose to watch.
“This was the first time any broadcaster had taken first party data at postcode level for a campaign structure – a true ‘media first’ for the industry.”
To support the unique nature of the TV commercial and to increase the reach and frequency of the main campaign, we complimented the activity with digital media activity, across search, paid social and programmatic display.
Although we could not use the data in the same way, we identified the core audience demographic, analysed online behavioural patterns, and created a geo heat map of the post codes of the households used for the TV activity. By using this heat map, our digital teams could exclude all areas in the country that had the lowest occurrence of homes that fit within our criteria.
Our TV campaign delivered 5.6m impacts and was seen by 425k individuals (c.80% of our database), with an average frequency of 13 over a two-month period.
We did not anticipate any click throughs from the ITVx campaign, purely on the basis that this audience are not the type to interrupt their viewing to visit a website, however we achieved 15,463 clicks and a CTR: 0.28% (ITVx average click through rate is 0.2%).
Supporting digital activity achieved 25m ad impressions and 883k completed video views, driving 225k link clicks to the website.
To date, more than 70% of the supporting dealer network have reported new visitors to their stores, as a direct result of the TV commercial, and the associated sales have generated an ROI of 4.8x.
“The campaign surpassed all expectations! (which were already high given our previous campaigns with S&T!)”
Positec (Europe) Ltd, Head of Marketing,
