3rdspace had created the brand idea of Create Your Forever Home as a long term positioning for Winning Appliances, derived from the business purpose, which had successfully reinvigorated the brand through a range of content and TVC’s.
Now we needed to evolve that idea into a multi touchpoint campaign that would highlight not only the in store experience and Winning Appliances' exceptional service, but allow us to to integrate Winnings into Channel 9’s ‘The Block’ TV show.
When people start to look for their forever home, the concept of quality is always instinctively at the back of their minds. The interesting thing is, quality is one of the most intangible of things; it’s actually quite hard to define quality, yet when we sense it, we know it.
We create a series of TVC’s & content in which we pose a very simple question: ‘How do you know quality?’ We then gave the answer: through the five senses.This campaign launched as a range of TVC’s and digital films which allowed Winnings to showcase the Winnings experience and highlight partner brands.
Then as The Block launched on national TV, we created “A Sense of Inspiration from The Block” - a campaign to work hand-hand-with our content mission: Enjoy quality in every sense with Winning Appliances.
We created and produced a holistic content platform that tied in our overarching brand campaign and allowed us to integrate partners with ease.
As part of the campaign we produced a suite of over 100 assets to bring to life the senses campaign at different points in our customer’s journey. This included a range of TVCs, a 5-episode content series featuring Kate Walker highlighting The Block contestants inspiring design choices along with a suite of static assets giving a peek at Winning’s partner brand products that were utilised in the Block houses this season.
After a 3-phase, 12-week campaign across Facebook, Instagram & Pinterest, showcasing over 100 pieces of video and static creative to drive engagement and web traffic, “A sense of inspiration from the block” generated great results that delivered not only 70,000 engaged audience members to the Winning Appliances website, but over 580 online sales through the Winning Appliances website.