Reminding the professional painter and decorator why Zinsser is the UK’s leading specialist paint brand, with a brand platform they couldn’t forget in a hurry.
AMBITION
Zinsser’s core audience are experts in the trade – not have-a-go hobbyists or DIY dabblers. They’re serious, quality-conscious painters and decorators who tackle tricky jobs daily. We needed to get in this audience’s faces, stir up some word-of-mouth interest and position Zinsser as the paint brand to make all their problems disappear.
STRATEGY
We dramatised the problem-solving power of Zinsser by creating two fictional East End gangsters – the Zinsser Twins. Frank Zinsser represents the practical, functional side of the products while Fabian Zinsser is always ready to get his colour swatches out. Supported by the line, ‘What’s your problem?’, we carefully tailored our media strategy to target our audience at key points during their repetitive working day; resulting in a mix of radio, OOH, digital video and display. Our digital strategy combined a mix of location proximity targeting and Mastercard spend data to pinpoint those who had recently made a purchase in a Zinsser stockist. There was no escape from the Zinssers.
SOLUTION
A full-on, fully integrated campaign and strategy that pulled no punches and positioned Zinsser as the problem-solving solution for serious painters and decorators.
RESULTS
We smashed it. The campaign resonated perfectly with the target audience, delivering a hefty 18% rise in product sales, with a peak increase of 219% for the AllCoat range. The Zinsser Twins helped bag millions of pounds in additional sales, with a very juicy campaign ROI of 750%. Zinsser even picked up a new retailer account after the buyer saw one of the videos online. The campaign continues to work hard for the Zinsser team, and we continue to find new problems for the twins to solve. Exciting stuff. “The Zinsser Twins campaign is genius! Drummond Central delivered the most successful advertising campaign Zinsser has ever ran, anywhere!” – Paul Waller, Zinsser Marketing Director.
