Bond & Bond – Cut to the chase
Category: Retail/EtailAgency: DraftFCBAdvertiser: Bond & BondCampaign: Cut to the Chase
SUMMARY
Bond & Bond sales had been declining at an average of 2.4% pa for two years. Yet the appliance retail category had been growing at 7.2%.
DraftFCB set out to reverse Bond & Bond's fortunes using advertising only. There would be no increase in advertising spend and no change to product and pricing strategy.
The agency created a straight-talking campaign that told informed shoppers in the target audience “you want it, we've got it,...