Raycop - TV campaign
ClientEarlex Limited was established in 1987 to launch the world’s first DIY steam wallpaper stripper. Today, still dedicated to UK manufacture and with wallpaper stripper sales figures exceeding 6.5million, Earlex export a wide range of power decorating tools and power cleaning products across the globe.
Despite intense competition over the years, Earlex have retained their position as market leader.
A commitment to manufacturing products that are synonymous with innovation, reliability, quality and affordability, has been the key to Earlex’ success and they hope this will continue to drive their market leading reputation forward in the future.
Challenge
Raycop is an innovative product that re-defines the traditional vacuum cleaner sector by being the world’s first anti-bacterial vacuum. Its features and benefits in relation to health and wellbeing give Raycop a proposition that clearly differentiates it within the marketplace. The challenge is to deliver the following objectives:
- Raise awareness of Raycop and its features and benefits amongst the defined target audience
- Create a demand for the product, drive footfall into stockists and increase sales
- Drive traffic onto the website
Solution
Fuse8 media developed a 4 week TV advertising campaign utilising a 60 second commercial across a number of low impact, high frequency non terrestrial channels, maximising on the total number of spots – an important pre-requisite when buying airtime on niche channels.
Target audience:
- ABC1 housewives with children 0-3
- allergy sufferers and mothers with new born babies
Result
Sales during the 4 weeks the TV campaign appeared increased by 238% in week 1, 279% week 2, 294% week 3 and 258% during week 4.
Traffic to the website over the same period peaked at over 2,826.
The client was delighted with the results as the budget on the campaign was considered moderate relative to the expectations set out in the objectives.
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