Domestic appliance manufacturer Hotpoint has revealed a new promotional laundry campaign, Love Your Clothes, designed to establish an emotional connection with consumers.
The Hotpoint Love Your Clothes campaign celebrates the launch of the Ultima S-Line collection of laundry appliances, which Hotpoint says remove 100 stains at 20˚C thanks to Direct Injection Technology – the brand’s most advanced anti-stain system yet.
Love Your Clothes is a comprehensive campaign that includes full marketing support. Retailers are able to utilise a variety of digital assets, Hotpoint says, including promotional video content, training materials and in-store POS. Further, Love Your Clothes will benefit from investment into media advertising and public relations, CRM, social media, and engaging promotional support via Hotpoint’s website.
During a made-for-digital video, the audience watches the Hotpoint family go from a time-poor couple in their 20s, through to the early 30s as a family of three. At each stage, Hotpoint demonstrates how the brand will be there for families, keeping them looking their best, whatever life throws at them, the brand reveals.
Hotpoint’s Love Your Clothes campaign runs from July 2 to August 27 2015, during which a value added promotion will run alongside selected Ultima S-Line laundry appliances, in which the consumer will receive a free compact steam generator, worth £79.99, with purchase.
Brand communications director Ian Moverley commented: “At Hotpoint, we believe it’s important to engage with consumers at each stage of the purchasing funnel, and Love Your Clothes aims to establish an emotional connection between the brand and consumers by demonstrating how Hotpoint adds value to the consumer’s life by providing great results and complete care for the things they love.
“We urge retailers to take advantage of the variety of assets we’ve produced to encourage consumers to choose an appliance that cares and protects fabrics thanks to its efficient Direct Injection stain removal technology.”
