Kress Product Awareness
The Challenge
Kress is the leader in the robotic lawnmower space, boasting some of the leading technology and innovation across their Robotic lawnmower range.
While there is 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.
Our objective was to raise the product awareness in a highly competitive market and to identify and reach a qualified audience in both need and affordability.
Our Approach
Recognising that the typical affluent male demographic targeted for Kress products are light TV viewers, Space & Time leveraged ITVx’s on-demand digital channels. This approach was a media first, matching targeted postcodes against ITVx’s registration database to ensure the ad reached households with a 75% or higher match to the target criteria. Additional filters for ‘News’ and ‘Drama’ genres ensured the ads were viewed by the adult homeowners, with ITV stats confirming over 90% of impressions occurred post 8 pm.
The creative development was tailored to resonate with the older, affluent audience, promoting a ‘calm’ and ‘relaxing’ atmosphere in the commercial. Space & Time’s strategic partnership with ITV’s Business for All initiative, which matched their net spend, allowed the campaign to achieve a frequency of 4 OTS. This primary ITVx activity was supplemented by a low-level search and social campaign, enhancing frequency and driving traffic from ad viewing to the website.
The partnership with Homesearch, a leading data provider, allowed Space & Time to utilise their comprehensive database, which includes over 70 filtering criteria for every domestic property in the UK. This enabled the creation of a unique program to identify homes with gardens larger than 1/3rd acre and house values over £650,000. This precision targeting generated a list of 502,000 household addresses, ensuring the campaign reached the most relevant audience.
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.
Our Solution
“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.”
Our TV campaign delivered 5,568,900 impacts and has been seen by 425,250 individuals (c.80% of our database) and achieving a 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%).
Our supporting digital activity has achieved 25,264,494 ad impressions and delivered 883,539 completed video views.
It initiated 225,097 link clicks to the website landing page.
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 c.4.8x
The campaign surpassed all expectations! (which were already high given our previous campaigns with S&T!)
Nicki Jones Head of Marketing, Positec (Europe) Ltd.
