Utilising Product to Maximise Marketing Budget
The Brand
Passionately family-owned and run for three generations, Smeg are well known for their home appliances. 'Know-how', 'creativity' and 'style' are three qualities that define Smeg's identity and characterise the company's commitment to bringing everyday objects to life.
Smeg's is an expression of its Italian origins and the company's passion for products which reflect defining characteristics of Italian design: originality and product quality.
The Challenge
The brand wanted to communicate 3 distinct campaigns during the heavily demanded Autumn / Winter period.
Having recently launched a cold brew machine in to its range of coffee makers the client wanted to communicate this in the run up to Black Friday. AMS Studio used the client’s existing assets to create digital banners which ran programmatically along with an AV asset.
The brand launched a collaboration with Porsche and 2 AV assets were to run in support of this.
The client had also invested in an AV asset to promote it’s range of “built-in” kitchen products.
Both a 60” and 30” asset were provided.
Strategy
Though the available cash budget was limited we spoke with the client about corporate barter and the possibility of partially funding activity with product.
By using Astus’ closed “Friends & Family” retail network we were able to increase the budget by circa 20%
Activity ran using a combination of Programmatic and Sky Adsmart.
Results
Increase in Media Spend via barter
Increase in Brand Awareness (Ovens)
Increase in Brand Consideration (Ovens)
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