Client Changes Welcome Gold Winner

Draftfcb's New Zealand team devised a billboard concept featuring movable magnetic letters, like the ones used on refrigerators. It aimed to provide ultimate flexibility for appliance, computer and electronics retailer Bond and Bond, which is prone to change pricing and products on very short notice. The billboard was placed directly across the street from a Bond and Bond superstore, and the letters were rearranged whenever necessary to spell out the retailer's weekly pricing and products. “The billboard acted as a giant and very colorful call to action,” the agency said. “It was a charming way to react to constant price changes, and very different to the traditional retail hard-sell.” In addition to garnering plenty of praise and attention from both consumers and industry colleagues, the campaign also delivered great results for Bond and Bond. Foot traffic increased 7.2% and sales of laundry and refrigeration appliances were up 17.7% for the month of June 2010 compared with the prior month.