THE 2011 AMANA BRAND CAMPAIGN and ARS Advertising took home what is arguably one of the biggest wins at the Chicago Interactive Marketing Association (CIMA) awards. Voted as Best Cross Media Campaign, it took a simple idea and made a big impact in a city known to be a hotbed for interactive innovation.
Cross Media Marketing is a concept that’s still evolving. Yet, Amana brand and partner ARS Advertising & Interactive took the initiative to define what this concept can be and created a set of tactics that tells a story. By capitalizing on the capabilities of point-of-sale, mobile, apps and online media, the partners found an opportunity to change the way people shop for appliances.
The story starts in-store with point-of-sale signage placed next to Amana appliances, which are a gateway to the mobile campaign. By using QR codes to engage customers, shoppers are treated to short, fun videos featuring comedians talking about Amana appliances. They are also directed to Amana brand’s “Help Me Choose” experience – an app, mobile, and online tool that makes looking and shopping for appliances fun, and more importantly, simple.
IN 2012/13, THE CLIENT WAS LOOKING TO REPOSITION THE AMANA BRAND through a new focus on sustainability. The new Ecologic Meets Economic campaign changes perceptions by showing customers that eco-concious products don’t have to cost more. And they can save money by lowering utility bills.
Pieces associated with the internal and external launch include an internal launch brochure (shown), invitations, tent cards, and elevator posters to invite associates to the internal launch event as well as consumer-facing collateral such as point-of-sale materials, spec sheets and a full line catalog.
THE WHIRLPOOL “FAVORITES” CAMPAIGN is part of a “big idea” exploration for POP I created during a 5+ year period when Whirlpool brand had no overall campaign.