Tontine date stamp campaign results in 20% sales increase
The highly-awarded date stamp campaign for Tontine, launched by the now defunct agency Happy Soldiers one year ago this month, has led to a 20% increase in sales for the pillow maker.
“Since introducing the freshness stamp on all Tontine synthetic pillows last October there has been approximately a 20% increase in the number of pillows bought by Australians year on year,” said Adam Heathcote, general manager of Tontine Australia.
“On average Australians are hanging onto their pillows for 2.7 years, which is an improvement over the 3.3 years reported before date-stamping was introduced last year. But it is still a way to go to our recommended two years.”
The Tontine campaign scooped top honours at the Effies this year, credited for resulting in a 345% increase in sales in the week of launch. The Tontine business is now handled by The Monkeys.
Any change in campaign strategy is not expected until next year.
Idea was good, execution was sterling.
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I would love to know if there are actually any hygiene facts taken into consideration when picking a ‘freshness stamp date’?
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These numbers don’t add up. A 345% increase in sales in the week of launch as quoted in their Effies win, but only 20% increase on the year. For a purchase that isn’t highly seasonal this half-life is screwy. Was someone fibbing, and what does that mean for the Effie win, is it taken back?
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A+
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The media buying was really outstanding on this one.
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Well Mr Accountant,
You’re right. The product itself isn’t highly seasonal, but things like media support and POS usually is. That’s why you might have a flighting period as the results suggest.
There you go. You’ve learnt something today. Now, run along back to your spreadsheet.
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Must agree Gary. Spectacular execution, brilliant strategy behind this.
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Yep. 3 days of TVC saturation (time of day coordinated with creative), roadblocks, with TT and ACA fluff pieces, POS and the great free pillow exchange/giveaways. Killed it.
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It had a huge impact, but I would have thought that they needed some ongoing ad support as I imagine many people had forgotten all about it.
But i guess if they had a 20% sales uplift ongoing, then it worked, but if they did some more advertising, I reckon they could get a much larger boost. Mind you, they should probably do some good POS for more effect.
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very sad over here in south australia. only found free giveaways at gawler and elizabeth which are far far far away from adelaide for any old person to get to. what, get up with the roosters, catch a bus into adelaide, then a bus out to elizabeth – somehow – finally getting there about lunch time and then it is time to turn around – missing out on the giveaway as arrived too late – get back onto a bus, carrying a used pillow all the time, into the city to catch another bus home. hooray it is tea time and don’t forget to put the pillow case back on the pillow ready for sleep . again very sad not happy jan.
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not happy jan. only sites for give away in s.a. was gawler and elizabeth. well that is all i could find. very long way from adelaide area. means, get up with the roosters,catch at least two buses,travel for hours,miss the giveaway time, travel back home via two or more buses just in time for tea. sad to miss out on the offer.
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