The
starting point for this campaign was the idea of the MiracleSaw, a bottle-opener
and keyring based on the Timber Center logo. It opened doors, bottles, and
later elements of the campaign. The purpose of the campaign was to encourage chippies
and builders to try out Timber Center.
I suggested calling those other stages MiracleDeal and MiracleDraw – and the
MiracleEvent was born. Much of the copy for all three stages was written
by me, as was most of the in-house MiracleEvent manual. Apart from exhortations to
do well, the manual included sample conversations for cold-calling mailed customers
during the campaign.
How to use your MiracleSaw
Too much hard graft works up a terrible thirst. Sweat pours
off by the bucketload.
Grab bottle of favourite thirst-quenching refreshment. Hook
MiracleSaw under bottle cap and lift.
Raise bottle to lips and pour. Ask yourself, what else does the
MiracleSaw unlock?
Your local Timber Center
is a source of great deals and great ideas. It doesn't just stock a huge range of timber,
sheets, and joinery, it offers top trade value and a speed of service that brings
tradesmen back time after time.
Timber Center produces miracles, such as a saw that opens doors and quenches thirsts.
Which makes the MiracleSaw well worth holding on to.
