Kardex 2006 Advertising Campaign

Background

Kardex is the brand leader in document and materials storage and handling but has not advertised for some years and consequently was under pressure from new entrants to the market.

Kardex briefed Mulberry to come up with an awareness campaign that would clearly position them as the leaders in the field, in the Trade Press.

Solution

Mulberry produced a series of 3 advertisements that could, with a little adaptation, be used in both the materials handling and document handling trade press.

The campaign was designed to be very recognisable and in stark contrast to the vast majority of ‘technical’ advertisements generally found in the magazine titles to be used in the campaign.

The 3 advertisements featured different animals highlighted in the Kardex brand ‘blue’ separated from the other animals under headlines like:

"Head and shoulders above the rest"

"Always ahead of the pack"

"Stand out from the herd"

Each advertisement had the offer of a FREE guide to materials and document handling together with best practice case studies from leading companies.

Each advertisement has been monitored for response levels and overall the campaign has generated hot sales leads well in excess of expectation, confirming that Kardex is being successfully positioned as the No1. in the field.