Aquability Inserts

Inserts to target the Grey Market for Aquability

An long-standing advertiser to a 60+ target audience, Aquability were established in 1994 and are one of the UK’s leading suppliers of Walk-in Baths and Showers. An AJ client for many years and with a high media spend, Aquability were reaching saturation point in press.

It was vital to utilise new media channels to reach new audiences and to keep advertising activity profitable, so an insert strategy was proposed.

Objectives

Stand out in a cluttered marketplace

Reach a wider and untapped 60+ target audience

Decrease the reliance on national press titles

Strategy

We designed a robust test insert campaign, based on a long-term strategy of running inserts in a variety of formats to achieve greater standout in national press, magazines and third-party mailings.

Whilst tried and tested press titles formed part of the schedule, third party mailings were identified as an important channel that would allow access to a new audience.

Subsequent campaigns were then refined, optimised and built upon after careful analysis and media planning on a continuous, ongoing basis.

Results

Over £2.7 million sales were generated by inserts alone, which makes this fairly new channel one of the most profitable for Aquability. Inserts now form a key part of the Aquability schedule and played a vital role in providing leads throughout the national lockdown.