2014 Silver Business to Consumer

How did the campaign make a difference? This campaign revolutionised the cordless vacuum marketplace – turning a general loathing of vacuuming into a love of vacuuming.

By educating the consumer to the innovative new technology, Gtech were able to replace the retail floor experience and overcome misconceptions of poor performance and runtime for cordless vacuum cleaners.

The campaign delivered 39,000 AirRam sales, revenue of £14.4million, net profit of £2.9million from a £3million budget, with 4.3% best conversion, and hit just under 5:1 ROI and ROMI of 3.8.

Strategy The challenge was to sell a premium priced vacuum cleaner from a brand no one has heard of using a technology people won’t understand.

Even at a premium price point, less affluent members of the 55+ demographic bought into the functional proposition of an easier life, whilst younger audiences perceived the AirRam as an aspirational purchase.

Gtech defined its AirRam customer through extensive profiling, previous customer data and external prospect data to unlock much greater efficiency in its one-to-one marketing activity. Media choices were expanded to include a 35+ audience, with a slight bias towards 45+. Campaign channels were tracked against web traffic, calls and sales and constantly refined. Sales were mapped by postcode region and within TV regions to identify ROI and value for money against a traded CPM.

Creativity The creatively approach used the mantra ‘innovation needs education’ to present a contentled, advertorial style advertising that allowed direct selling without losing the premium proposition.

Early in the campaign the AirRam gained huge editorial coverage by becoming the best-selling vacuum cleaner in the country. TV advertising starred AirRam inventor Nick Grey to give the proposition some personality. A 60-second direct response commercial was tested across TV and digital channels and supported by national press ads, advertising mail and online ads.

Ecommerce played a crucial part in selling direct to the consumer, with the site optimised through testing and combined with analytical tools to improve direct sales. Links with review sites such as Trustpilot reassured new customers about the quality of Gtech’s products and customer service.

Results We were able to see a strong response from the running our first national campaign on ITV.

With 90% of conversions coming in the first week of each part of the campaign and the remaining 10% following over a two-12 week period, the campaign delivered an immediately identifiable revenue of over £6.5m and ROI of over 3:1.