Amana consumers are best understood by how little they engage with purchasing a new appliance — or even using one, for that matter. They will pay more for quality products, but spending extra money on the latest bells and whistles isn’t appealing. How could we persuade mainstream consumers to view Amana as an innovative brand?
We knew the key to brand consideration laid in changing the story from dry product specs to lifestyle benefits and making the journey to the moment of purchase simple, streamlined, and accessible. Concurrently consumer electronics are a high-involvement purchase; shoppers need support tools and reassurance at every touchpoint.
At the heart of the campaign, we developed an online shopping tool that streamlined the decision-making process down to three clicks, helping users find the appliance that best fit their needs. This experience served well for consumers shopping online, but we also wanted to simplify the conversations in-store.
To completely own the retail floor with this campaign, we produced an in-store point-of-purchase experience that connected to Amana’s iPhone app. When users scanned the QR codes, a guided video experience would lead them through the path to purchase, helping make their appliance decisions easier.
For extra entertainment, humor, and humanity, we hired talent from The Second City to deliver the product info for every category and appliance Amana offered.
Simple, fun, and easy to navigate, the “Life Simplified” campaign received a Chicago Interactive Marketing Association CIMA Star Award for Best Cross Media Campaign.
