Marketing Brief

As well as boosting the sale of winter coats at a time when most people weren’t thinking about winter the brief to Judds included a desire to make better use of existing customer information and to offer them extra benefits.

Design Challenge

A difficult “soft” launch, as there was really nothing new - The Coatman has always relied on a wide range, high quality and low “factory” type pricing to attract customers.

Solution

A wide range of media were used to spread The Coatman message; existing customers were sent special offers via direct mail, newpaper advertising was co-ordinated with postcodespecific letterbox drops.

Radio and Television ads were produced and then strategically aired over the period of the campaign.