2004 BEST USE OF TELEVISION WINNER

WINNING ENTRY - Sunbeam gets hot for TV

COMPANY - bellamyhayden

CLIENT - Sunbeam

SPONSORED BY

OBJECTIVE

The electric blanket category is dominated by two brands: Linda, a heritage brand, and Sunbeam, its poor cousin. It was bellamyhayden's job to leverage the brand to the point where it could be valued and appreciated by consumers and wrestle market share off its old foe.

CAMPAIGN

Having battled the legacy of Linda's "Sleep wonderfully warm with Linda" campaign from the early '80s, bellamyhayden creatives decided it was time to "sex up" Sunbeam. Struck by research showing nearly half of Sunbeam's annual sales occurred in June, one of the coldest months of the year, the agency began formulating its campaign based on the one "moment of dread" where consumers turn off their TV and prepare themselves to get into a cold bed. bellamyhayden created a TVC aimed at making the most of the last contact point before its target audience went to bed. The 30-second TVC, with the tagline "Does your bed get hot for you", aired in the last advertising break between the 9.30pm and 10.30pm slot. It featured a couple sitting on a couch watching TV. The electric blanket then calls them to bed with suggestive lines such as "I'm wearing that little red number you picked out for me".

RESULTS

The campaign ran five nights a week for four weeks. It delivered ROI of 111% in its first year. Top-of-mind awareness increased by 14% and total spontaneous awareness increased by 29%. Sunbeam’s share of unit sales grew more than 15% (from 45% to 60%) during the campaign, while Linda’s dropped (from 45% to 30%).

JUDGE'S COMMENTS

“A small budget and a brave idea, guided by a clear strategic insight, won the day.”