How to build a database of plumbers.

Mico Plumbing Website

Pipe my ride

Mico is one of New Zealand’s foremost suppliers of plumbing materials to both direct consumers and the trade. They wanted us to help them increase repeat purchasing but as with all consumer buying decisions, price and/or convenience is the main driver.

To engage plumbers and entice them to share their contact details and create a database we designed a three-month promotion featuring a van makeover giveaway. We built an online tool which plumbers used to create a “pimped out” van. The campaign, dubbed ‘Pipe My Ride’, involved designs being shared across key social media channels to amplify awareness.

We also strengthened the instant win element with scratch cards in stores.

Outcome

Mico achieved a really high rate of data capture. With 25% of visitors to the website sharing their info, this promotion far exceeded expectations.

Services Used