Grasp the Chance in the Cat Craze, Create Touching Advertisements
Back in 2014, Whirlpool launched the first Bathroom Thermo Ventilator (14 inch). Although Whirlpool is the leading brand in laundry machines, its air purifiers are not as famous as rivals like KDK, Panasonic. As Bathroom Thermo Ventilators (8 inch) were launched to the market, the Group commissioned Ztory to provide advertising solutions for the Bathroom Thermo Ventilator series, with a view to enhance the awareness of products and increase the market share.
Client
- Whirlpool
What We Did
- OOH
- Online Ad
- Print Ad
- Web Design
Design Concept
Based on the market research, consumers who purchased Bathroom Thermo Ventilators are from families with babies or elders, holding a relatively small market share. Moreover, the main reason that they choose Whirlpool is affected by their budget instead of personal preferences for the brand. As cats were the craze at that time, Ztory suggested using “cats” as the concept since cats love warm places so much. Avoiding the tedious sale practice where family warmth is the usual selling point, the advertisement is filmed from the cat’s perspective, so as to impress the audience with a different brand image and spark widespread discussion among them.
A Final Word
Except for online and print advertising, the team has designed the webpage for the Bathroom Thermo Ventilators series. With the website, consumers could understand the product information and receive related advertising activities and interactions.
After the advertisement had launched, it gained a lot of views. On top of that, it was honoured to be awarded 'Madman Monologue Awards TVC (Internet)' of 'Madman Monologue Awards 2016'. Thus, if we can recognise the trend and grasp the chance to turn it into an interesting idea. That would be a touching advertisement.