in short
The objective was to raise brand awareness for Morphy Richards in Australia; to introduce the market to the new Illuma Kettle & Toaster range, and to start to build a database of consumers for future communications.
The target audience was Australian women aged between 28 and 50. As a top-shelf home appliance brand, Morphy Richards aimed to target high-income consumers from the AB demographic.
This was Morphy Richards' first digital marketing campaign in Australia.
OUR APPROACH
Morphy Richards is a well-known UK brand that has experienced growth in Australia over the last two years.
The 'Tea and Toast' concept took a typically British tradition that is loved around the world and 'Australianised' it by asking particpant which Australian they would most like to have Tea and Toast with. In a market which is saturated with advertising messages, 'Tea and Toast' offered a simple entry mechanic and cut through the clutter by harnessed the power of 'celebrity'.
The Tea and Toast campaign asked the participant to daydream for a minute or two during their busy day about who in Austalia they would most like to meet. Morphy Richards would then do their best to organise a tea and toast 'date' with the celebrity and, if they couldn't, the winner was offered a $2000 cash prize.
Using social media as a channel for communication made sense as this target market are known to be power uses of social networks like Facebook and Twitter. Making it easy for users to share on Twitter, MySpace and Delicious also increased the likelihood of the idea being shared with friends. Furthermore, participants went into the draw for 1 of 5 Illuma kettle and toaster packages by emailing the competition to their friends.
CLIENT FEEDBACK
“As our first foray into social media, it was great to see the online campaign and the competition have a direct impact with our retail channel. We have been able to expand our retail line as a result of this campaign and reach out to customers in a new space,”
Anita Brodian, Marketing Coordinator for Morphy Richards.
THE RESULTS
Just four weeks into the campaign, Morphy Richards' Tea and Toast received an incredible response with over 11,724 visitors, 1,794 entries, and 4,581 very active fans on Facebook. This directly influenced consumer preference and resulted in sales for the Illuma range (including the kettle and toaster) exceeding expectations.
As a result of the campaign, the Illuma Kettle is now one of the best selling lines in the Morphy Richards range.