Meeting tradespeople in the one habit they never skip.
Targeting
Skilled tradespeople, early-morning café visitors
Trade audiences do not respond well to scheduled media, but they do have one habitual daily touchpoint: an early café visit. Data showing tradespeople are 147% more likely to visit a café between 6 and 8am pointed directly to the format and the window.
Challenge
Reaching a mobile audience
B2B trade brands typically rely on expensive, low-frequency channels, trade press, site visits, to reach a highly mobile audience with little consistent media behaviour.
Why it worked
Targeting a habitual moment
Targeting the one habitual moment in a tradesperson’s day, sandwich bags delivered the Rexel message with guaranteed attention, at a media cost far below traditional trade advertising routes.
More work
