2013 Gold Best use of Door Drops

Client WM Morrisons

How did the campaign make a difference? With unique, disruptive creative designed to engage and resonate with key segments, this campaign demonstrated Morrisons' breadth and depth of range with a unique way of presenting products.

What details of the strategy make this a winning entry? The aim was to achieve standout within an audience flooded with 'standard A4' offer leaflets. Significant consumer research produced a six-category segmentation: Strivers & Survivors, Hard Pressed, Time Poor, Habituals, Good Lifers and Thrivers. Research panel TNS, combined with customer focus groups and interviews, allowed Morrisons to better understand media consumption, suitable messaging and product targeting by segmented group. These segments were converted into a geo-demographically targetable list of postal sectors relevant to 500 Morrisons stores, by demographic classification and geographical gravity modelling techniques. Four customer groups were identified by combining Morrisons' market share with individual store competitive landscape, to prioritise postal sectors: primary required little encouragement to shop at Morrisons and quaternary required lots. All three methods of distribution were used, with the most suitable (by segment and customer group) selected on a postal sector basis, given the best method.

How did creativity bring the strategy to life? A 12-page 297mm x 170mm booklet was considered to offer the best standout and cost-effectiveness. A lower-grade paper stock reinforced the value perception. The cover reflected Morrisons' identity, with products selected based on offer period and targeting recipients' shopping habits. The 'Hot Deals' headline echoed current ATL and in-store POS. Products for each version were selected and weighted to suit the specific audience. The aim was to demonstrate the breadth of offers at Morrisons, with prices compared with competitors to justify the 'everyday low prices' tag.
Motivational headlines gave strong calls to action. Products were easy to navigate and presented in a unique way that engaged with the segments' behaviour while creating an identity. Taking learnings from local marketing activity, offers were based on spends defined by customer type. Good Lifers were found to shop more frequently but spend less, so leaflets for this segment featured coupons with a lower saving against spend. Strivers & Survivors tend to do one big shop, with a midweek top-up, so were offered a higher saving on coupon one and a lower saving on coupon two.

Results Coupon redemptions rates of 1%+ would have been deemed a success for a retailer, while anything close to the 4% one might expect to see from a successful FMCG brand would have been viewed as a significant achievement. Everyone involved was astounded to find results well in excess of all outlined metrics, with an ROI of 4:1 and redemption in excess of 5%.

Team Taj Sur – Senior Local Marketing Manager, Lindsey Fowler – Tactical Advertising Manager, Broadcast & Leaflets, Mark Clysedale – Loyalty Campaign Manager, Vicky Lindrea – Associate Director, Lucy Burns – Account Executive, Charly Kemp – Junior Account Executive, Kerry Afxentiou – Board Account Director, Daniel Shunn – Account Executive, Graham Grant – Senior Creative, Ross Caffell – Senior Creative Manager, Jackie Donnelly – Leaflet Account Manager