Hoover – Back to Top of Mind

Hoover – Back to Top of Mind

Client Heald Co, Task Marketing & Communication Campaign, Industry Consumer Goods, Region Lebanon, Created 2012,

The Brief

Hoover, a worldwide household staple for home appliances, had been idle in the Lebanese market for years. People intuitively use the brand name to address vacuum cleaners, with little to no awareness of their wide range of electronics and home appliances. They came to us wanting to build brand awareness, promote the wide range of products (such as wine coolers, washing machines, refrigerators, etc.) and promote the retailer support services.

Hoover – Back to Top of Mind
Hoover – Back to Top of Mind

The Solution

Our strategy capitalized on Hoover’s main point of strength: being a household name for vacuum cleaners. We launched a campaign with the slogan “ma 7ada bi ghabber 3a Hoover,” an expression derived from spoken Lebanese and that literally means “no one can dust off Hoover” implying that none is better than Hoover.

The campaign visuals featured the full range of home appliances, using the huge credibility and equity the brand had built through its vacuum cleaners. The campaign covered full out of home (OOH) campaign, media buying, in-store branding at key retailers, press releases, print ads and website banners. We also developed their B2B communication, promotional material, business kits, marketing material and presentation templates so that their sales team could easily approach new retailers.

Our work with the brand went on to cover their seasonal CSR campaigns with a series of in-store activations, promoting their collaboration with different NGOs, such as Himaya and the Children Cancer Center of Lebanon.

Hoover – Back to Top of Mind
Hoover – Back to Top of Mind

The Result

The witty play on words captured the audience’s attention right away and achieved the desired awareness of the full products’ range. The brand also expanded to new retailers with new product pitches and business deals.

Hoover – Back to Top of Mind
Hoover – Back to Top of Mind
Hoover – Back to Top of Mind
Hoover – Back to Top of Mind

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