Launch of the new Adv Kärcher campaign to communicate to the public the characteristics and advantages of the new FC5 scrubbing machine, best seller in all of Europe, which washes and dries in a single pass. Over 2500 passes were planned on TV on the Rai networks and on the Discovery channels, between March 6th, March 11th and April 8th: the most followed bands covered with 15 "spots. Also envisaged a 45 "telepromotion planned in four episodes (3, 5, 7, 9 and 13 March) during" The usual unknown ", broadcast conducted by Amadeus on Rai Uno broadcast from Monday to Friday, at 20.40.
The communication strategy aims to reach the domestic target, with a creativity characterized by irony: the film enhances the performance of the new FC5, able to wash and vacuum the dirt with a single pass and without any effort. The images and the narrating voice underline the practicality and versatility of the new product, illustrating the typical scope of application: the cleaning of large washable floorings, in ceramic, gres or even parquet. All this with great savings in time and effort and without halos. Great final emphasis on the "clean reimbursement" cash-back promo, thanks to which you can get a refund of 50 euros with a minimum purchase of 249 euros for the purchase of an FC5 or a VC5 vacuum cleaner or other Kärcher products in promotion. "Kärcher makes the difference" -claim that identifies the company in the cleaning scene- concludes the film to support the brand's recognizability and generate an effective memory over time.
The TV campaign is supported by numerous press interventions with dozens of pages planned in specialized magazines. Important actions also in below-the-line, with press office activities, social networking, trade support and direct actions at the point of sale that will result in hundreds of training days.
Says Nico Trotta, Marketing Manager. "Kärcher Italia continues its wide-ranging communication strategy to support the trade and all of our business partners at the time of maximum focus for domestic cleaning. We are confident that the investments made will increase the level of awareness of our brand and will convey the attention of the public to our offer, which has long been extended to include solutions for indoor cleaning ".