Townscape Bollards

Campaign: What a load of bollards

The Brief

Raise awareness of the brand and its products to drive conversation about street furniture.
Design and develop an e-commerce website which enables users to easily find and buy products to suit their requirements.

70%

Decrease in website bounce rate

94%

Increase in website page views

National media coverage

33%

Email marketing open rate

"In the world of street furniture, bollards are big business"

Activity

In the world of street furniture, bollards are big business.

The media loves a bit of fun and creativity and we knew that incorporating this into our campaign ideas was the best way to maximise the awareness of the brand and products.

We designed and created a ‘Bollards of Britain’ calendar featuring some of Townscape’s key products.

Much of the same logic lay behind our email marketing strategy to promote Townscape’s simple concrete bollard. Using the company’s contact database, we designed and distributed a series of eshots featuring bollards in different items of fancy dress with the tag line, ‘However you dress is up, it’s still a bollard!’

To fully integrate the campaign, we created the character Jimmy Bollard (inspired by ex-footballer and one-time ‘I’m a Celebrity’ contestant Jimmy Bullard) and rolled him out across social media to comment on any Bollard related topics.

Expert media relations were carried out to profile the creative campaigns and, more importantly, ensure Townscape was front of mind for street furniture in a wide range of regional, trade and national press.

Creative ideas done, it was onto the website. We designed and developed a unique e-commerce site that showcased all of the company’s products and allowed them to be easily found.

We built in a ‘Buy it Now’ feature with fully integrated payment systems that allowed visitors to the site the opportunity to purchase products as soon as they saw them.

The site also includes the function to allow customers to configure products, choosing from a range of options including quantity, colours, finishes and the options of adding accessories, increasing the opportunity for Townscape to cross and up-sell.

"You’ll never get bollards in the national press"

Success

Open rates for the email marketing campaigns sored and were seen by a third of the firm’s extensive database - proof that a visually humorous approach really can work.

Townscape was featured in a wide range of key media titles, including a mention in The Times, and its extensive range of street furniture was seen by its exact target audience.

As for the website, since the launch the bounce rate has decreased year-on-year by 71 per cent, and the page views have increased significantly by 94 per cent, driving more traffic to the site than ever before.

“You’ll never get bollards in the national press” they said - how wrong they were.