THREE AMIGOS AD CAMPAIGN
As a new product in the U.S. market, Horseware's Amigo blanket line needed definition and establishment. We marketed Amigo separately from the other Horseware products, so as to firmly and clearly establish its identity. We helped the Amigo line make some amigos of its own--by way of a sweepstakes.
The ads showed Three (equine) Amigos, clad in Amigo products, traveling around the world. Based on clues in the imagery, sweepstakes entrants were asked to guess where each ad's Three Amigos were traveling. For each of the four ads, a correct entry was drawn at random, and that entrant was awarded a full Amigo wardrobe. With each new ad, the number of sweepstakes entries tripled.
To compliment the sweepstakes, several press releases were sent out announcing the contest and its winners--one of whom was then featured in the following Horseware catalog.
The sweepstakes was not only a successful introduction for Amigo; it was a great way to build an active consumer mailing list, and a more accurate way to measure the performance of the magazines that carried the ad. We were then able to see which magazines had a consumer base interested in a product like the Amigo blankets.
PROVIDING A COMPREHENSIVE APPROACH TO MARKETING AND DESIGN