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Whirlpool


The metropolitan challenge

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The metropolitan challenge

How do we introduce and create brand awareness for the Whirlpool brand to a younger target audience.

Question: How do we fuel the enthusiasm for our brand into a next generation of potential Whirlpool Target audience. How do we make sure that we can make a shift from being a mom and dad brand into a brand that is top of mind when purchasing appliances for your first owned home.
 
Solution: By collecting data about the younger target audience we found ways to trigger the social “make and share” trend. This has enabled us to build a platform where we have combined the element of play with a social activation strategy that puts strong focus towards Brand engagement. By giving Whirlpool a place in their experiences, we have been able to make Whirlpool more relevant tot his new target group.
 

Know what your target audience desires and seek out where their habits come from

Insights: The new generation young adults don’t have an emotional bond with the traditional brands like previous generations use to have. Their parents chose a brand based on tradition (we have always had a…) brand connection or prestige.
But the new generations choose based on design and price. Yes they still want quality, but brands make such interchangeable comparable products that design and price are key for them. Brand loyalty to them is scarse and Whirlpool is usually seen as a brand for older people. But what if we could claim life’s fun moments and connect the brand to it in a fun way? What if we make laundry time fun?
 
Using the insights: We have created a platform where we used playful branding to attract people and by using social activation combined with user generated content we where able to connect a positive emotion to Whirlpool. The urban feel with sidesteps to festivals, and city events planted the first seed to create a bit of Whirlpool love amongst the Target group.
 
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Eelko Lommers
Eelko Lommers about this project

We have successfully presented our client to a whole new target group

By researching the target group and how they experience the products and the category Hello has found a way to make a good first connection. People positively connected to the brand and the responses where positive.
Now it is up to Whirlpool to continue the dialogue so they can start building the brand and remain connected to this new target group.
 
More info?
Eelko Lommers

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