Product re-launch

Robert Horne – ‘Character’ re-launch

Client

Robert Horne

 

Media
Press
DM
Ambient
Task

Robert Horne is the UK’s leading supplier of paper and board to the commercial printing sector. We were asked to re-launch Character, their ‘home brand’ equivalent of Conqueror. It was a highly competitive arena with conqueror’s spend being 5 times as much, we therefore needed an idea that would challenge the No.1 both in creative and strategy and would appeal to the end user.

Strategy

We created the ‘We all come into the world naked’ campaign, challenging people to think differently and put ‘Character’ to the test. For launch we offered free test sample packs via a direct response mechanic. The second phase of advertising encouraged orders through a charity donation to CLIC, with Robert Horne pledging £5 from each order of Character.

Robert Horne campaign
Robert Horne Campaign
Robert Horne campaign
Robert Horne Campaign
Robert Horne Campaign
Robert Horne campaign

Results

Over 900 sample packs were sent out to end users and resellers. What’s more, over £5000 was raised through customer orders of Character for CLIC during the months of May and June.