The Challenge 

To raise awareness of AEG’s products amongst relevant target markets.

The Solution 

A grassroots campaign with star quality.

Overview

JWI was tasked by premium home appliance brand AEG with raising brand awareness and boosting consumer engagement with its range of washer dryers.

Insight

As part of the creative process, we conducted thorough market research which identified that households with the highest laundry demand belonged to those who played outdoor sports. And, as a premium brand, we established that more traditionally ‘middle class’ sports such as rugby would perform better with AEG’s target markets. With this in mind, we developed a campaign concept which would get people talking and thinking about laundry in a different way.

Strategy and Approach

We launched a giveaway aimed at nationwide grassroots and youth rugby teams, to win a trip to Sardinia and train with rugby world cup legends Austin Healey and Will Greenwood. A shortlist of 50 teams took part, submitting photos and videos of their players getting as muddy as possible whilst wearing branded AEG sporting gear. The final few teams then went through to a public vote on Facebook, to choose the winner. Each team ran their own PR campaigns, which gained coverage for AEG in newspapers, and on TV and radio shows across the country. 

Each shortlisted team’s kit manager also received an AEG washer dryer and, as part of the campaign, would regularly post their positive product experiences on social media.

As part of the campaign, we also filmed a pre-launch video at Twickenham stadium in partnership with a legendary group of players. They supported the campaign for another four years. The success of this campaign also led to another giveaway based on grassroots cricket.

About JWI

JWI is an integrated creative marketing agency with a commitment to Go Beyond. Disruptive creativity, powerful strategy and impactful experiences lie at the core of everything we do. Our creative concepts are built upon unique narratives which are crafted to captivate and inspire.

We provide a global outlook, with a targeted mindset. From our offices in London and Dubai, our teams work seamlessly and collaboratively to deploy campaigns globally. We are a collective of experts in our respective fields, united by a care for our clients that is rooted in a care for our craft. JWI’s client-centric approach has been curated with agility and adaptability in mind, allowing us to develop and deliver projects of any size and scale.