National Trust Joins Doro to Appeal to Seniors Market
Blue Chip have created a promotional partnership between Doro and the National Trust to drive sales of the seniors-focussed handset.
Anyone purchasing a Doro handset from O2 will receive an exclusive £20 National Trust e-gift card to spend on days out, cottage breaks, a spot of lunch, cream teas, shopping trips, and entry to over 500 special places cared for by the charity.
O2 approached the Blue Chip team to devise a plan that would create genuine cut-through with seniors looking for an easy way to access technology, whilst also inspiring their friends and family members to recommend the brand and further reinforce the purchase decision.
“The task was to find a trusted brand with the profile, appeal and bang-on targeting required, all within a challenging timeframe,” says Senior Account Manager Jake Sturgess.
With 43% of the National Trust’s 4.8 million members being over 55 (not to mention 72% of the UK population stating that the conservation charity makes them feel proud to be British) they were the obvious choice of promotional partner.
The activity is live in O2 stores between March 30 and April 26, and is being supported by a full suite of media to help attract the chosen audience.
“Not only are we offering great value to customers, but with every voucher claimed we’re also helping protect coast, countryside and historical sites for future generations,” says account director james Mellow. “It’s a brand collaboration that’s set to deliver not only for the client, but for the environment too.”
If you’re interested in promotional partnerships that speak directly to your customers, call Ian Morgan on 0161 833 4300.