Convince consumers that the BraunMultiQuick 9 hand blender was worth investing in and to promote the new ACTIVEblade Technology, designed to release the goodness within the ingredients. The new blender can blend even the hardest of foods with 40% less effort, but a price point of £109.99 - £159.99 RRP makes it significantly more expensive than the £17 average for this category.
To capitalise on the refined interest in excellence of the target demographic, the campaign centred around a competition to win a week’s stay at the Amchara Detox resort in Malta, including flights, accommodation and a VIP treatment bundle. This added value lifestyle reward simultaneously reflects the nature of the product as well as the aspirations and interests of the consumer.
The lucky winner simply uploads proof of purchase to the registration website (or by post) with a chance to win a week’s stay at the Amchara Detox resort in Malta, including flights, accommodation and a VIP treatment bundle.
The competition has exceeded expectations by 600% with still two months remaining.
As a result of this campaign, Braun is now live on John Lewis online, AO, Debenhams (from April 2017) and Curry’s (from Summer 2017).
SILVER: The Institute of Promotional Marketing Awards 2017, Household & Pet Care.