To devise a strategy and produce a fully integrated ‘through the line’ twelve month campaign to raise awareness of the New Vito.The campaign needed to reach as wide an audience as possible, which meant appealing not only to the ‘dirty trades’ but also to the diverse trades including bakers and florists.The campaign title ‘New Vito Made For The People, Supporting The Nation’ was a slight adaptation of a campaign we had developed the previous year, which was requested by the client.We also had to take into consideration that all media channels would steer people towards the microsite that was to be constructed.


We devised a multimedia campaign that included over 200 strategically placed billboards, a national tour in association with Travis Perkins (which we organised and project managed), a talkSPORT radio slot and a competition, ‘The Voice of Vito’, to win a van. The visual backbone to the campaign sees a fully rendered CGI scene of tools and various productsfor which the van might be used. This was used across print and web. This scene is fully editable and items can be moved around or replaced for different formats/messages. A signage system was also developed to convey key messaging.


The campaign reached over 151,000 people through stores, statement runs, Pro Builder inserts and targeted e-shots.Our talkSPORT radio campaign reached an audience of over 890,000 people.