Brand Experience and Activation > Use of Media
PUBLICIS NEW YORK, New York / WHIRLPOOL / 2008
Overview
Credits
ClientBriefOrObjective
To jolt Maytag back into public consciousness as quickly and cost effectively as possible, while the traditional television campaign was in development.
To generate widespread consumer interest in the choice and casting of the next Maytag Repairman, in advance of the campaign launch.
To begin the restoration of the brand's reputation as a trusted manufacturer of quality appliances.
Demonstrate Whirlpool's commitment to the brand since the acquisition.
Effectiveness
The promotion caught fire with the media and the general public. For less than $250K, it was an enormous success:In less than 10 weeks, the “Search” received more than 1,000 media hits including coverage from all of the major newspapers and networks. Over 1,500 people auditioned in NY, Chicago and LA, as well as hundreds that did mail-in entries115,284,644 total audience broadcast impressions (not including print).Over 50,000 hits on Nextmaytagrepairman.com in 9 short weeks.Yahoo! “In the News” the announcement of the new repairman was the site’s fourth most e-mailed story. For the first time in 7 years, perceptions of Maytag's "Good Name" and "Quality perception increased.
Implementation
Our idea was to create a “big-bang” around the selection of the Maytag Repairman. We decided to open the casting for the character to all of America. With limited funds and time, we selected media that would create buzz, attract contestants, and drive consumers to the website for more information by asking the question: “Could It Be You?”We chose traditional channels such as print (newspaper), OOH (mobile billboards), and online (banner ads), but also created postings for nontraditional channels such as Craigslist and Monster.com. The postings drove consumers to our microsite (NextMaytagRepairman.com) which contained information regarding the audition process
Relevancy
When Whirlpool acquired Maytag in Q1 2006, everyone from the media, to the trade to consumers were asking "What is going to happen to The Maytag Repairman?" Whirlpool was shocked by the overwhelming response. People wanted to see this brand succeed and wanted their repairman back. We felt what better way to leverage that interest than letting the American public participate in the search for the next guy.
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