Feature

IPA Effectiveness Awards 2010: Bronze Award - Karcher Pressure Washers

Title: Men just want to have fun: how getting to grips with the complex mind of man became the catalyst for growth for Karcher Pressure Washers

Client: Karcher UK

Entrant: HMDG

Author: Jamie Inman, HMDG

Contributing author: Neil Dawson, HMDG

Credited companies - Creative agency: HMDG; media agency: Zed Media

Medium used: TV

IN A NUTSHELL

Branded TV advertising successfully strengthened Karcher's relationship with consumers and retailers, delivering a short-term payback of between three to five times the total 2009 budget of £570,000.

SUMMARY

Despite being available in the UK for many years, high-pressure washers remained a relatively underdeveloped category. By assessing the male psyche, and employing brand advertising to a category with no history of it, Karcher was able to deliver results. Carefully planned TV slots were used to target the male audience through exploring the playful satisfaction connected with power tools. Despite a small marketing budget, this campaign was a catalyst for strengthening Karcher's relationship with consumers and retailers. The campaign delivered a short-term payback of between three to five times the total 2009 budget of £570,000.

JUDGE'S COMMENT

A well-written case with clear evidence of its achievement. Given the difficult category and small budget, this campaign delivered great results.

Lord Burns, chairman, Channel 4; chairman, Santander UK.

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