BRINGING RELEVANCE BACK TO A HERITAGE BRAND IN A CATEGORY OBSESSED WITH TECH.
Westinghouse were losing market share to competitors with technology products such as smartphones and TV’s.
But these tech giants had lost touch with what consumers actually want. Not gimmicky gadgets like a TV on a fridge. They want appliances that get the job done better and easier.
Westinghouse needed to differentiate from competitors and stay relevant and unexpected.
Our brand platform and through the line campaigns have smashed sales targets, leading to a 37% increase in sales over two years, restoring the brands consideration and stealing share back from the tech brands who forgot that appliances are all about the homes they live in.
Brand strategy, creative platform, integrated campaign, content and connections planning
In consideration (from #7)
Online purchase intent
Cost per conversion
Connecting the consumer benefit to the brands design philosophy.
Innovation is at its best when it’s helping make our lives that little bit easier.
That’s the simple thought behind ‘Now You Can’, a brand platform that weaponises Westinghouse’s consumer centric design philosophy of ‘practical inventiveness’ to show that Westinghouse only develops products to solve customers real needs.
Simply put, what you’d couldn’t do before, ‘Now you can’ with Westinghouse.
Sharing relatable kitchen dilemmas through interesting characters.
The brand campaign celebrates the stories of interesting characters who are faced with simple and relatable kitchen dilemmas, which are solved with Westinghouse.
The campaign counter-punches the categories bland visual language and characterises playful people who are now having better experiences thanks to Westinghouse.
A suite of product feature / benefits.
With each product have a variety of innovative features providing unique consumer benefits, we developed an eco-system of creative with different messaging.
We build the assets specific for Youtube, to be used in sequencing where the ratio product creative was used to pique audience interest before serving them the brand ads followed by follow up product specific assets.
Relaunching Westinghouse into laundry after a 10 year hiatus.
In 2021, Westinghouse introduced a sophisticated and beautifully designed laundry range bringing to market innovative features for consumers synonymous with all Westinghouse products.
This campaign continues to break category conventions with a unique, stylised visual language and playful characters and is a continuation of our existing brand platform ‘Now You Can’, The integrated campaign is across TV, OOH, digital, social and print.