We wanted to distribute an engaging attention-grabber to raise awareness about our attendance at an upcoming trade event. The final corporate gift was produced to a high standard, delivered on time and sparked the desired level of engagement with our audience.
Established in 1935, Calor Gas is a trusted provider of liquefied petroleum gas in the form of butane and propane for heating, cooking and energy solutions across the UK and Ireland.
Based on feedback from Calor’s community of heating installers, the gas provider chose to make its first appearance at the Installer show – the national trade show for the heating and plumbing sector.
Calor saw the show as an opportunity to meet new installers, share industry updates with existing installers and provide a forum to launch its subtle Calor Compact gas tank.
To raise awareness about its presence at the event and encourage existing installers to attend, Calor wanted to issue a piece of communications. With the event scheduled for spring, Calor decided to incorporate an Easter theme within the campaign.
To engage installers and incorporate the Easter theme, Calor decided to issue an invite to installers accompanied by a confectionary item as an attention-grabber.
To execute the campaign, Calor needed the invitation artwork to be produced, the confectionary gift sourced, then for the final attention-grabber to be printed, assembled and distributed to installers.
Calor had a relationship with a creative agency, which was entrusted with the invitation design. Meanwhile, PrintTeam was engaged to identify options and quotes for the confectionary item.
PrintTeam sourced specifications and quotes for a range of chocolate eggs and investigated options for the production and distribution of the complete attention grabber to installers. Details were then returned to Calor for review. Calor selected its preferred option – a transparent box of small chocolate eggs, to which the invitation could be affixed to resemble a gift-tag. Once the final item had been selected and the artwork was completed by the agency, PrintTeam arranged for the invitation and box to be printed, assembled and distributed to installers.
With a short lead-up to the event, the campaign had a short turnaround. So, Calor would receive the final attention grabber at the same time as the installers. As such, it had to be right first-time.
The engagement campaign was a success. Many installers photographed the attention grabber and posted it on social media, further raising awareness about Calor’s attendance at the event. Meanwhile, many installers – and Calor staff – commented on the quality of the invitation and praised the flavour of the chocolate itself.