Frigidaire Moments TV Spots

Challenge:

Bring Frigidaire back into the consumer’s top-of-mind choices when considering the purchase of an appliance.

Solution:

• Develop a first-ever English and French TV spot for Canada that shows how Frigidaire helps make your life easier in different aspects of your life – show Grandmother baking cookies with  granddaughter, mother folding laundry with her son, couple loading the dishwasher together.
• Build awareness for the launch of Frigidaire’s new tagline - "Making Life Easier"
• Launch :30s and :15s spots in the key Q3 period to extend the media buy, while still continuing to reach the target market and build frequency:
  • English and French Specialty Channels
  • Cable TV – secondary media to extend reach and build impact frequency in relevant   environments

Results:

• 23,375,000 impressions:
  • Overachieved Total W 25-54 Impressions by 6%
  • Frequency 10-12
  • Reach 25-30%
  • Cost per thousands decreased by 17%, driven by substantial efficiency gains in French TV executions.
• Frigidaire Sponsorships included:
  • W Network   “Take This House” and “Colour Confidential”
  • HGTV   “Kitchen Equipped”
  • Food Network   “Chef at Home”