Background

Johnson’s The Cleaners have witnessed some business decline over the last 5 years. They see incredible potential in domestic laundry services but don’t feel that the current identity instore articulates this offer clearly and in a way that motivates a customer to act.

Objective:

To create a new identity and customer experience that drives sales of the Johnsons laundry service

Shopper insight – Time

What our target audience needs in their life is more time.

Strategy – The Johnsons Laundry Squad.

We were really inspired by the expertise of the staff and their passion for laundry, so we made a virtue out of this by creating Johnson’s Laundry Squad who would be on shoppers side in the race against time.

Creative interpretation

The starting point was to create an identity and new name for the service. Drop & Go was created to capture the speed, simplicity and liberating factor of the service. A new logo was created (using arrows to mimic speed) and a bright and vibrant colour palette to grab shoppers attention and make the service stand out on the high street.

We then created two core strands of communication that worked symbiotically, one showing the Johnson’s Laundry Squad featuring staff and one showing liberating images of men and women who spend time doing something other than the washing and ironing.

The communication packaging included a drop & go in-store area, sales promotion, leaflets, pos package and web.

Results

The initial trial ran in 44 stores in Autumn 2010, with the full rollout to the entire 400+ stores scheduled from February 2011 onwards.

We can’t declare actual results – but we have made a sizeable impact in what can only be described as horrible trading conditions.