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Awards 2012 Special: The finalists


Independent Business Awards 2012 The Finalists


The Independent Business Awards celebrate this year their 20th anniversary. Launched in 1993,


the Awards have been annually conducted by The Independent Electrical Retailer magazine. They have the longest heritage of any awards in the electrical industry, and are acknowledged as the most prestigious awards event. The Awards are also unique – they are the only awards programme in which the achievements of electrical products manufacturers are determined by independent retailers.


Therefore the voting for the Awards is an opportunity for you – the independent electrical dealer – to have your say about the products and initiatives of the electrical industry.


The voting process is very simple. Please check the nominees’ supporting statements featured below before you cast your vote using the voting form enclosed with this issue of the IER magazine. You can also vote online using the form which can be found at:


www.independentbusinessawards.com


You can also return the completed voting form to us by post or by fax using the contact details provided on the form. All votes must be received by Monday, 28 May 2012.


Please note the fabulous prizes which await the first TEN people whose names are drawn out of the hat once voting is completed.


Best Advertising Campaign Domestic Appliances Baumatic


Baumatic Appliance Chic


The £150,000 Appliance Chic Campaign launched in the autumn of 2011, reaching an estimated 12 million consumers through a number of national titles, was designed to promote four simultaneous purchase incentives. As well as boosting sales and brand awareness, the campaign served as a show of support for the 250 retailers, who participated in the Appliance Chic four-pronged promotion. The ads were unique in that they included contact details of every retailer that supported the campaign. Four advertisements were created for the campaign, each one promoting a different special offer, ie for dishwashers, induction hobs and a wine cooler.


Domestic Appliances Fagor


Fagor Spoutink Microwave Reinventing the microwave concept, Fagor launched the innovative Spoutnik at the start of 2012. To initiate trade interest, this 21st century appliance required a 21st advertising and marketing campaign. Prior to launch an enticing web film advertisement was placed on the websites of targeted electrical trade titles, including IER; its subject being a satirical take on the launch of the original Spoutnik satellite. At launch, an innovative microsite with video training guides and information about the product replaced the teaser link and a trade PR print campaign ensued with further Twitter feeds to link to the Spoutnik microsite.


Haier Haier My Zone


Following a 2011 trade launch at the prestigious Saatchi gallery, Haier ran its biggest and most innovative mass-media campaign to date. Launching MyZone technology, the campaign covered print and digital media, from national and specialist press to interactive Facebook initiatives and a dedicated microsite with product detail in 3D. The print adverts featured a brightly coloured strawberry ice-lolly to graphically illustrate the flexibility of MyZone cooling. The adverts and double-page advertorials on MyZone featured in The Times Magazine along with multiple page advertising in some of the UK’s top lifestyle magazines from Ideal Home to Country Living. This highly successful campaign reached over 8 million consumers.


Beko


Beko ‘Billy’ ad Set in a large family kitchen, a mother, her baby Billy and the voiceover by actress Caroline Quentin, highlighted the benefits of the 9kg capacity by loading a never-ending pile of laundry easily and quickly through the extra large chrome porthole door, and all on a 39 minute quick wash cycle. In November 2011, Beko’s overall brand awareness was at 59%, up from 49% the previous year, largely to the success of the ‘Billy’ TV campaign and supporting online activity. TV, press and digital through the line campaign reached over 30 million consumers. As a result Beko’s strengthened its market leading position with 19.3% market share. Beko’s sales volume grew by 19.4%, while the overall market has increased by 17% only.


May 2012 The Independent Electrical Retailer 39


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