Client: Hill Laboratories
Industry: Scientific Laboratory testing
DM purpose: Promotion of a new dedicated honey lab.
Hill Laboratories is New Zealand’s largest privately owned laboratory testing provider. Lab testing services include food, agriculture, narcotics and honey.
With the growth of the New Zealand honey industry, Hill’s have shown their commitment to the industry by investing in a state-of-the-art dedicated honey-testing laboratory. It was the perfect time to communicate and reinforce Hill’s commitment to current clients, plus an opportunity for them to win new business.
ActionHQ developed a concept to distribute 500 replica bee hives. When the recipients opened their delivery, they were surprised to see a stunning visual of bees in the hive. The hive was custom designed to hold honey-testing pottles, a personalised redemption voucher, a self-addressed courier bag, a beautifully sewn Hill Laboratories brochure and a cover letter.
The campaign was designed to ensure the recipient felt special and that Hill’s cared about their business. Variations of cover letters were devised by our copywriter for current clients and prospective clients. The campaign has only recently been launched and is showing great early results.
It’s going extremely well. We are seeing repeat business already, a couple of long-lost customers are back and some cross-sell into other parts of the business has happened. We are getting great engagement from staff and positive feedback from customers across NZ. – Martin Brock, Marketing Manager