2004 BEST USE OF SMALL BUDGET WINNER

WINNING ENTRY - Steaming up the small screen

COMPANY - bellamyhayden

CLIENT - IKON Communications

SPONSORED BY
www.adnews.com.au

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, irons are a commodity appliance with little or no consumer interest. Secondly, Sunbeam 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

Sunbeam knew it was taking a risk. It was trying to market an unfamiliar product in a low interest category. For its part, the agency had a lot to sell, not much money, and no creative work. At a communication level, the task required introducing a new ironing proposition to the Australian market and tying it to Sunbeam. Since steam stations were developed for routinely heavy ironers, bellamyhayden opted to revolve all its marketing strategies around the "steam through your ironing" concept. bellamyhayden saw an opportunity to convey the concept of the steam station via simple product demonstration and the benefit of steam station over time.

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%).