With an annual production of more than 10 million pump units, Grundfos is one of the world's leading pump manufacturers. Circulator pumps (UP), submersible pumps (SP), and centrifugal pumps (CR) are the three major product groups. Today, Grundfos is the world's largest manufacturer of circulator pumps, covering approximately 50 per cent of the world market for these pumps.
In addition to pumps, Grundfos manufactures electric motors for the pumps and has a considerable production of electric motors for separate merchandising. Furthermore, Grundfos develops and sells state-of-the-art electronics for pump controls and other systems.
Key Challenges
How to create an advertising campaign that will resonate with the targeted consumer's lifestyles, educate them about the key benefit of Grundfos' products and most importantly, trigger their call-to-action for the consumer home segment in Malaysia .
How to defend and gain market share against the competitors' brands. An additional challenge was posed with their lower-priced positioning compared to Grundfos in key product categories in the Malaysia consumer segment.
The Process
Just Media strategised and classified the whole campaign into 3 main parts:
Target Consumer Insight Research: We did a detailed market study on consumer behavior with the Grundfos management, Grundfos dealers and the people who walked into the showroom. We also made in-depth studies of the strengths and benefits of key Grundfos products. We discovered our key decision maker is usually the husband, in middle-upper management, with 2 children, loves to watch drama serials via the ASTRO channel, have a high family disposable monthly income of RM8,000 and above, and seek a certain quality in life. They usually live in landed properties with an average of 2 cars and a maid per household.
More interesting feedback led us to learn that the water pressure in the household tends to be low because of the following reasons
A. More activities carried on especially during weekends where family members would need to wash, clean, bathe, do the gardening, etc.
B. With an increasingly affluent lifestyle, more households are using luxurious equipments such as jet showerheads or a bathtub with massaging functions/Jacuzzi. All these require a more advanced water pump product that can to cater all these needs and prevent unnecessary water wastage.
Media Platform Selection: Just Media chose the media package “3 min info segment in RIA, Xing He, Phoenix and Wah Lai Toi channel” offered by ASTRO as compared to normal 30/60 sec TV commercial slots because: -
A. It provides a more effective reach to our target market as they frequently watch programmes on these channels.
B. Longer media exposure time (3 mins) to educate our potential consumers on the key benefits of using Grundfos' products.
Creative Concept and Execution: With our agency motto, “Ideas That Sell!”, our intention is to produce a creative campaign that will help our client to SELL MORE PRODUCTS rather than just to entertain people and win creative awards (with no actual trackable sales result) by the end of the day.
The story should be clear, simple, factual, and highlight the pains (hot button) that our target consumers face. Hence, our TV commercial storyboard describes a modern family (Daddy, Mummy, Elder Daughter and a Young Son) with a water pressure problem that they faced over an afternoon and how Grundfos' products helped resolve that problem.
Storyboard Testing and Feedback: We gathered the feedback from selected target audiences and found that they understood our key message without second guessing. At Just Media, we understand that it is the advertiser/agency's responsibility to let our target audience get the intended key message. The trend that many companies/advertising/marketing agencies seem to follow is the “masking” of the message in advertisements, preferring to let the consumers guess the intended meaning, all the while arguing that it was done for the sake of “creativity”. What they don't seem to understand is that what they hope for (that the target audience would grasp the intended meaning and take action) rarely happens. In a nutshell, “Make your advertising message Sweet and Simple”.