Whirlpool Corporation holds a portfolio of innovative brands that appeal to a wide range of consumers, due to the variety of features available. To remain competitive in the crowded space of retail price wars, the company needed to boost advertiser value beyond its B2C marketing. They needed a clever way to turn retail sales teams into Whirlpool advocates.
The Home Depot’s Appliance Planning Summit was scheduled in April, just as the summer blockbuster season was kicking off with two major superhero movies. Taking advantage of the excitement building around the movies, we partnered with Whirlpool Corporation to theme their presentation, personifying the brands into The Whirlpool Wonder and Maytag Marvel.
During The Home Depot’s opening keynote, we ran a teaser trailer crafted to entice sales teams to attend Whirlpool’s event later in the week and encourage them to visit the Whirlpool, Amana, and Maytag showroom booths.
It was a heroic week for the virtuous duo. Over 2,500 sales force members attended Whirlpool’s keynote. “Everyday Heroes” was also one of the most talked about spots during the week.
