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2004 BEST STRATEGIC LAUNCH CAMPAIGN WINNER

WINNING ENTRY - Steaming up the small screen

COMPANY - bellamyhayden

CLIENT - IKON Communications

SPONSORED BY
www.sbs.com.au
sbs_0.gif

OBJECTIVE

The launch of its new Steam Pro iron was critical to Sunbeam achieving its sales targets, however, there were a number of obstacles in its way. Firstly, its irons are a commodity appliance with little or no consumer interest. Secondly, it had an unfamiliar product that needed to be explained. Thirdly, its sales objectives were ambitious - not only did Sunbeam want to sell 10,000 units in its first year, its two models cost $200 and $300 respectively, against competitor models priced at just $53. Lastly, it sought to achieve this on a marketing spend of just $250,000.

CAMPAIGN

bellamyhayden's first task was to find a suitable point of entry. At a communication level, the agency recognised the product was designed for routinely "heavy ironers". It began structuring its ideas around the concept of ironing being a "never-ending chore". Armed with the knowledge most ironing was performed by mums in front of television while their kids were at school, bellamyhayden settled on two themed blocks of programming - the 9am to midday slot and the 12pm to 2pm slot. For its $250,000, bellamyhayden received $280,000 in airtime, a fullyproduced 45-second TVC, sponsorship of six hours of programming per day for 10 weeks, plus a series of wellbranded "ironing basket updates".

RESULTS

The campaign immediately boosted Sunbeam's market share from 21% to 35% of the steam ironing systems category. Just two months after the campaign launched, the two steam pro models became the top two selling models claiming 21% and 15% market share respectively against competitors Delonghi 180 (11%), Tefal (10%) and Delonghi PRO 130 (6%).

JUDGE'S COMMENTS

"The judges were unanimous in their praise for this campaign. It demonstrated an impressive understanding of the target, their behaviours and attitudes. "The choice of media was brave given the available budget, but the way the media was used, the timing and the creative all worked seamlessly to deliver a great business result."

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