Major UK advertising agency

 

Arjo Wiggins - Business stationery strengthened
Aggressive marketing, innovative advertising and brand creation

Situation

• Conqueror was just one among many long-established stationery brands (apparently it was first released during the late 19th century).

Response

• Client requested a brand makeover and a more aggressive style of advertising was created to complement it.
• Follow-up market research was commissioned. Analysis of the results indicated an improving brand situation.
• VA reasoned Conqueror was well placed to leapfrog over competing office stationery.
• Innovative colour spreads in Sunday magazines, backed by small tactical black and white spaces in dailies were devised and a sophisticated pack of sample materials was produced to support a programme of brand ambassadors contacting interested potential customers.

Results

• This campaign was instrumental in thrusting Conqueror into the number one business stationery slot - where it stayed for many years.

Value Added

Conqueror's positioning was protected by the suggested creation of Connoisseur business stationery as a back-stop.

This 'chairman's-quality' letterhead was deliberately conceived as a superior stationery and was priced accordingly. It is now a strong commercial brand in its own right.