Oasis campaign prompts benefits

Share this content:


Oasis campaign prompts benefits
Oasis campaign prompts benefits

The Offer: Oasis Grower Solutions, a horticulture and commercial greenhouse products brand, introduced Wedge Plus growing medium in April. The product decreases the usual 24-day root propagation period 
for poinsettias by five days.

The Data: To promote the new product, Oasis launched an integrated b-to-b campaign on May 10 focusing on how much impact five days of extra waiting can have. It sent dimensional mailers to 150 recipients and traditional mail pieces to 1,000 other members of its in-house database, 98% of which is composed of businesses.

The Channel: Oasis worked with the Communications Factory on the campaign. In addition to the mailers, the company ran print ads and developed a microsite to market the Wedge Plus product. The 2% of Oasis' database not composed of businesses was made up of editors and researchers to whom Oasis sent mail pieces 
to generate press around the product.

The Creative: Creative takes a humorous approach in explaining the consequences that can come with waiting five days longer to undertake a task than is necessary. Fictional counterparts to historical figures such as Charles Lindbergh, Bill Haley and The Comets, 
and Sir Edmund Hillary are said to have lost their place in history due to five-day delays in plans. 


David Brown is EVP and general manager of Meredith Integrated Marketing. He oversees the company's Content and CRM business, including database analytics agency Directive Analytics. Prior to joining Meredith in 2005, he held senior-level positions at Dentsu and OgilvyOne Worldwide.

This is a good example of a good direct mail idea, but not a big idea that works across a whole plan. The idea of using not-so-famous misses to illustrate the five days of saving is evocative and memorable in direct mail, but may not travel as well into print advertising or online, where the idea appears to get in the way of the actual promise.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above