Drummond Park

Barbara Moyses and David Amstel

The advertising objective was to generate a 20% increase in October and November in order to protect the sell through and stocking levels for the critical four week impulse period.
Agency: The Leith Agency, Feather BrooksbankAuthors: Barbara Moyses and David Amstel

Drumond Park

SUMMARY

Tradition dictates board games only sell in the final few weeks before Christmas. Not all traditions are forever. What do you do when retailers want to end this tradition and will only stock your game if you can generate incremental sales in October and November. The answer for Drumond Park was to use TV advertising.

This paper shows how Articulate bucked the Christmas sales trend with carefully targeted media planning and buying along side creative work which really stood out from the crowd....

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