Lead agency: Wax/On and The Kite Factory
Doddle, the click-and-collect parcel company, wanted to be top of online shoppers' minds for Black Friday, Cyber Monday and Christmas.
Doddle had a tenth of the coverage of its major rival. It needed to work hard to stay front of mind and be chosen at e-commerce checkouts.
Wax/On started by defining Doddler's ideal shopper.
Using behavioural data it identified mobile-first 25 to 34s with busy lives. Their delivery and returns choices are made by factors like urgency, product category and price.
But once they try click and collect, they don't go back.
An emotional message was needed to prompt recall at checkout.
Doddle chose: "don't leave the delivery of your precious shopping to chance".
The campaign used highly targeted digital video to learn and refine, and outdoor to reach the target audience.