How do you persuade people to buy pressure washers in autumn, a naturally quiet time in the outdoor cleaning retail calendar?

Originate

Our ‘big idea’ was to create an autumn event like a spring clean, designed to capture the imagination. By illustrating typical cleaning scenarios, we gave the customer good reasons to buy and use a Kärcher pressure washer. ‘The Great Autumn Clean Up’ brand gave the campaign an eye-catching identity, and the leaf shaped images of dirty household items being blown away with the line, ‘Clean it up and put it away’, reinforced the message. The price point of £99 also made this an irresistible offer.

Integrate

In order to secure floor and rack space amongst the participating retailers, we produced a sales presentation to convince retail buyers to support the campaign. With retailer and sales teams enthused prior to launch, national press advertising was planned and bought in the major Sunday papers and supplements. The advertising was produced and placed, box packaging was designed and sent to Germany for in-line production and point of sale including pallet wraps and box bins were manufactured. From awareness of the campaign and the offer to the point of purchase, the Kärcher branding and product sales messages were consistent and strong.

Accumulate

A pitch winning integrated campaign, all 30,000 units equating to nearly £3 million in retail value, sold before the end of the campaign period. A contributing factor was the sales team and retailer's early engagement of the visual concept which meant Karcher was able to negotiate prominent and large locations for the stock. As well as repeating the campaign with a new stock order specifically targeting Garden Centres and smaller retailers, the concept was highly regarded in Germany and adopted in that territory. The marketing model was simply repeated in Spring using another product and the line ‘The Great Spring Clean’ with a daffodil icon to equal effect.