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AF International
The Client
AF International is a global manufacturer of desktop cleaning products for electrical items e.g. PCs, mobiles, telephones. Aimed at the office sector, there is little differentiation and high commoditization. Competing brands do so on price, making it difficult for AF International to protect market share and margin as a premium offer. With a limited budget, our task was to cement AF Internationals position as a premium brand and grow market share.
The Campaign
On average there are 50m germs on any office desk. Among them, E-Coli, of which AF International products can kill up to 99.98%. So naturally there is a potential link between desktop hygiene and well being. What’s more, in a world where personal beautification is top of mind, we identified an opportunity to stretch those values into the workplace.
An office pick-me up, we repositioned AF International cleaning products as something that can make you feel good.
In bringing to life the “I can make you feel good” proposition, we developed a distinctly female personality for the products. Borrowing from the personal healthcare & hygiene category, we have created the ‘Essential Feelgood’ range; a source of emotional and physical well-being throughout the working day.
Over a three month period, the campaign consisted of:
- trade advertising targeting office professionals
- press advertising targeting office professionals
- tube sampling reaching a high percentage of UK office workers
- national promotion strengthening call to action
- email marketing to a targeted database of office workers
- PR throughout industry and sector press
The Results
- 11% increase in sales by December 07
- 9% response rate as measured by web hits
- Industry advertising index; FAME rating (Female Appeal, Attractive Design, Memorable Message, Evocative and engaging) avg score 7.5 (competitors index avg = 5)
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