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We Do Doing

Warehouse Stationery

The Brief

Warehouse Stationery had been very successful at establishing themselves as the one-stop-shop for great value stationery and
 office supplies.

However, research showed that they hadn’t made an emotional connection with consumers. And with competition hot on their heels they realised they had to inject some personality to maintain market share.

Categories

  • Audio
  • Creative
  • Digital Strategy
  • Motion Graphics
  • Television

Audience and insight

Warehouse Stationery’s massive range of products and services means they have an equally broad range of customers. And while stationery is a core offering, the brand has more to offer than just pens and pencils.

Summing up how people use the things they get from Warehouse Stationery was no easy task. So instead of trying to talk about the literally endless permutations of products and people we decided to sell productivity itself.

Brand Campaign - Audience And Insight
The Concept

The Concept

We distilled this idea of ‘selling productivity’ into a new philosophy, and new line, for Warehouse Stationery: We do doing. This would inform not only the brand launch, but every single aspect of Warehouse Stationery’s business.

This also allowed us to talk about important parts of the business that didn’t quite fit into consumers’ traditional view of what ‘stationery’ is, such as web design or print and copy services.

The Execution

We launched with a TV campaign, a 45” brand
 spot then 15” product-centric cut-downs for Back to School, Warehouse Stationery’s biggest sales period of the year.

The visual identity and personality established in the TV then filtered through into Warehouse Stationery’s other channels including, print, radio and digital.

Brand Campaign - The Execution

The Results

The brand spot did exceptionally well in research scoring well above average on relevance, positive impression, affinity, message recall, and most importantly, a higher overall likelihood to shop at Warehouse Stationery.

%

of respondents took out the main message spontaneously without prompting (Everything you need/range for your projects)

%

of Affinity to the WSL brand (average norm is 18%)
Brand Campaign - The Results

%

of net positivity about 
WSL brand was recorded (average norm is 36%)

%

of more likely to shop at WSL.
(on par with the average norm of 28%)

%

of respondents took out the main message spontaneously without prompting (Everything you need/range for your projects)

%

of net positivity about
 WSL brand was recorded (average norm is 36%)
 

%

of Affinity to the WSL brand
(average norm is 18%)

%

of more likely to shop at WSL.
(on par with the average norm of 28%)

Perception of WSL ‘Meeting my needs’ went up to 55% (above the norm of 34%)

Fantastic results which give us permission 
for Brand 2.0

The campaign has had a great response from within the business as well.

Becki Rowe
GM of Marketing & e-Commerce
(this was her previous title, when the campaign launched)

Brand Campaign - Becki Rowe

I like the new style of the ad and the colours are modern

The ad showed a good range of products, how they were used and in a range of situations. The impression I got was that they are practical and motivated to provide useful products. The phrase ‘we do doing’ implied they are business-like and don't faff around.

I have positive impressions of the brand. They have everything you need for ‘doing’

I particularly like the interjection of the young girl saying, ‘I’ve done this Daddy’, was a good light-hearted split in the message Warehouse Stationery was emphasising.