Qualcast Concorde:

Small budget campaign for Qualcast Concorde lawnmowers. Dominant in the 'light mains electrical' lawnmower market, Qualcast Concord had began to decline and needed to compete against competitive brand, Flymo. Objective: to re-educate the consumer about the advantages of cylinder mowers. Focus was on product attributes. Media: TV, press, posters. Evaluation: in 1980 the market sector increased by 21%. Concorde's share went from 80% to 85% without increases in retail distribution. In 1981 Concordes share grew to 89%. Product attributes were successfully communicated which justified price increase. The advertising paid for itself more than 3 times over