Awards 2012 Special: The finalists Domestic Appliances Hotpoint Hotpoint Aqualtis
The Aqualtis campaign took you to an underwater world, highlighting Hotpoint’s innovative Hydro thermal technology – a world first. It maintains a precise temperature inside the drum so that clothes retain their original colour and brightness, wash after wash. The TV and cinema creative combined real film with CGI to get the truly epic underwater effect, combined with the iconic sound track from Vangelis – Ask the Mountains. The campaign was conducted across different media, including TV, cinema, outdoor display, digital and the web and was seen by millions of consumers. 83% of adults saw the TV ad an average of seven times. Over 10 million people saw the cinema ad.
LG
LG 6 Motion washing machine In order to communicate this innovation, LG invested £3 million into a national advertising campaign. The LG creative treatment showed dancers and circus acts perform the '6 Motions' of tumble, filtration, scrub, swing, rolling & stepping. In August 2011, LG began trade advertising (both print & digital) to communicate the arrival of LG 6 Motion, and produced a mailshot with training information about '6 Motion', a mini-disk with images and information about the '6 Motion' range of washing machines. LG's '6 Motion' consumer advertising campaign commenced in September 2011 and it included London Fashion Week sponsorship, TV advertising, press and digital advertising.
Best Advertising Campaign Small Domestic Appliances Bosch
‘Just what you’d expect from Bosch’ “Just what you’d expect from Bosch” was a large, well targeted advertising campaign that ran from November through to February. It highlighted the quality and performance of Bosch SDA products, linking them with the strong, positive Bosch brand consumer image. It consisted of overall brand message advertisements combined with product category specific 10x10 strip adverts. It achieved coverage of 80% of target groups. Publications used were: high circulation broadsheets and home interest consumer magazine titles. A large online campaign supported the press campaign itself. This campaign increased awareness of specific Bosch SDA products and the overall Bosch presence in the SDA market.
SPECIAL PRIZE
As a special thank you for completing the Independent Business Awards voting form the names of all who voted are entered into a special prize draw. Winners will receive one product from the selection offered by the Awards sponsors, including Whirlpool’s MAX35 microwave oven.
Technical Innovation Award Consumer Electronics Panasonic
Panasonic VT30 Plasma Series Panasonic’s flagship VT30 plasma series are a pioneering product range, combining eco sensibility with superior product performance and enhanced networking functionality in a slim profile and extremely attractive design. Benefits to consumers are plentiful, Panasonic’s VT30 plasma range offers class-leading black level response, wonderful detail resolution and a lifelike and compelling 3D viewing experience. Additionally, the VT30 series comes with the internet service smart VIERA Connect. The VT30 plasma series has won an incredible 25 awards to date, demonstrating its product success through its industry recognition.
Consumer Electronics SPECIAL PRIZE
As a special thank you for completing the Independent Business Awards voting form the names of all who voted are entered into a special prize draw. Winners will receive one product from the selection offered by the Awards sponsors, including the Arch curved glass chimney hood by Elica.
PURE
PURE Contour 100Di DAB Radio Pure’s Contour 100Di is an affordable, compact and stylish dock for iPod, iPhone and iPad with integrated digital radio, powerful and detailed audio, a beautifully engineered revolving dock and a free companion internet radio and music streaming App (available now to iPhone, iPod Touch and iPad users). The Pure Contour 100Di is ideal for use with the free Pure Lounge App, which enables the user to access tens of thousands of internet radio stations, on demand content (podcasts and listen again programmes) and ambient sounds, as well as the ability to discover, explore and listen to millions of music tracks via the Pure Music subscription service.
Philips Philips Android Dock
Philips launched the first ever range of docks specifically for Android devices. For the first time users of Android, the world’s most popular mobile system, can join their Apple counterparts to enjoy ‘dock, charge and play’ simplicity and exceptional sound. The Philips Android docking range, in a choice of three models, overcomes the problems associated with creating docks for the Android ecosystem. As the USB socket can be anywhere on an Android device, the Philips docks have an innovative micro USB connector that can be adjusted to different positions to suit each variable Android device. Sound transfer has also been made simple thanks to Philips dedicated Fidelio app for Android.
40 The Independent Electrical Retailer May 2012
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