Making Life Easier

Challenge:

To develop an efficient promotional campaign that will highlight Frigidaire’s current products to a national target market.

Solution:

• Develop and introduce Frigidaire"s "Making Life Easier" Sweepstakes.
• Help bring Frigidaire back into the consumer’s top-of-mind choices when considering the purchase of an appliance.
• Award grand prizes of a gourmet chef, personal organizer, housekeeper or landscaper; including secondary prizing of appliances. All prizes help to make life easier.
• Promote sweepstakes online, online advertising drive to website, in-store POP, magazine, TV and PR.
• Build awareness for the launch of Frigidaire’s new tagline - "Making life easier".

Results:

• 31,539 individual entries into sweepstakes.
• Contest hit the target demographic: 82% of entrants were women; sweepstakes clearly targets the primary decision-maker.
• Two-thirds of entrants were 25-49.
• The Tell-A-Friend Component of the sweepstakes was very successful – over 11,000 individuals referred a friend to the contest.
• Intended purchase behaviour is favourable as 2/3 of all contestants plan on buying an appliance in 2006.