TAGS: product introduction / reach early adopters / multi country campaign
Being one of the leading producers of electronic shavers in the world,
Braun’s values are to strive to fulfil the consumer’s true needs with
products that distinguish themselves through meaningful innovative
features and benefits, high quality standards in performance and
durability and ergonomic, distinctive and aesthetic design.
Its new shaver, the Braun Cruzer3, is also developed to these standards. Icemedia’s icecards were used to create awareness about this new shaver and to communicate its innovative character to the target group in Belgium, Netherlands, United Kingdom, Germany, France and Italy. Consumers could order these handy contact cards and then hand them out to their friends, creating a viral effect.
CAMPAIGN FACTS
• Online: 39,00 unique visitors / 97,000 pageviews
• Offline: 10,000 consumer activations / 78,000 card impressions
• Styling guides: 7,000 distributed
• Database: 10,000 records
OBJECTIVES AND TARGET GROUP
• Reach a relatively broad age group of males, between 15 – 35 years
• Create sympathy and high impact branding around the new shaver
• Emphasize innovative character of Braun and their website/content
• Generate awareness around the product introduction
• Provide an international marketing tool
• Hot content for www.braun.com/cruzer
• Generate user data profiles & insights on shaving behavior
CAMPAIGN SET UP
Braun
ran a campaign of 10,000 sets, each set containing 20 icecards. 7,000
of these 10,000 sets were randomly selected to include a styling guide
that highlighted product information.
Consumers could get
their icecards by surfing to www.braun.com/cruzer and entering the
section Most Wanted. To generate insights about the type of shaver
consumers use, and whether they are interested in facial hair styling,
a small questionnaire was included in the order process.
CAMPAIGN RESULTS
The
icecards were very effective in reaching a broad age group and
generated significant awareness around the introduction of the Braun
Cruzer3 on an international level. The sold out level was reached in
only 15 days. The icecards were most popular in Germany, France, United
Kingdom and Netherlands.
80%
of the orders represented the broad age group of 15 – 35 years. The
average age of the people ordering cards was 27.9 years, peak lying at
26 years. Interestingly, only 67% of the orders were male, which means
that many women ordered the icecards for their boyfriend or husband.
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