O’Toole’s Garden Center, a locally owned and operated greenhouse in the Denver Metro area, has become accustomed to the various seasons that come with life in Colorado. Typically relying on seasonal print and television advertising, O’Tooles has become a successful and well-known garden center with service in three locations.
On July 20th 2009, a completely unforeseen and devastating hailstorm hit Lakewood Colorado quickly inflicting hundreds of thousands of dollars of damage to homes and businesses in the area. The storm was especially devastating to O’Toole’s Lakewood location where the storm caused over $250,000 worth of damage and a potential complete loss of the recently delivered product inventory.
Having worked with Oswego Creative on TV commercials in the past, store owner Adele O’Toole quickly looked to Oswego Creative to come up with an idea for a commercial media buy to help get the word out and to sell the damaged products and minimize the financial impact of the storm.
With no time to delay, Oswego Creative quickly jumped in and within two days had conceptualized, wrote, shot, edited and completed the media buy for a TV commercial promoting a storm damage sale.
The “Storm Sale” spot hit the airwaves the Friday after the storm, encouraging people to rush to the Lakewood O’Toole’s Garden Center location for unbeatable savings. As a result of the spot, not only did the store recovers the losses caused by the storm, it saw a revenue increase from the prior year’s weekend sales.