Make The Smart Choice With Initials' New Armstead Trade Campaign

Initials has created a multichannel, interactive in-store campaign as part of AkzoNobel’s £12m investment programme which includes the launch of new paint brand Armstead Trade.

The Initials activity, which will be the biggest push of the year for Armstead Trade, takes in a road show, money-off coupons and a competition. Called Smart Choice, the push kicks off in July and encourages the target audience of professional decorators to make ‘smart choices’ by picking the right paint brand for the right job.

The in-store call to action includes an interactive Smart Choice competition, with in-store quiz units installed in 50 stores and a paper-based prize draw available to 350 stores, giving 150 participants the chance to win a solar DAB radio. The winners will be announced in August. All participating stores will also run a free t-shirt promotion for every Armstead purchase.

Additionally, an Armstead Trade Breakfast Diner Van will visit 26 different sites, offering every customer a breakfast roll of their choice and a £5-off Armstead voucher to be redeemed in-store on that day.

The campaign will be supported by ATL activity developed by Refinery, responsible for the Smart Choice positioning.

Alex Briggs, senior brand manager at AkzoNobel, said: “Armstead Trade is a new addition to our professional paints range, so generating awareness and encouraging purchase are top of our objectives’ list. Initials’ Smart Choice concept addresses both of those aims by engaging with our target audience in a way we know appeals to them. We believe the concept will help to define Armstead’s brand personality as a reliable, competitively priced professional solution that complements our existing Dulux Trade brand.”

Richard Barrett, managing director at Initials, added: “The retail experience is nowhere more important than in the DIY category. Building interactive elements into the Smart Choice campaign meant we could gain cut-through as well as reinforcing the USPs of the Armstead Trade range to drive purchase in store.”