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Kärcher UK - Transforming a business by making the UK's most hated chore fun

IPA Effectiveness Awards Case Study 2014

In 2011 Kärcher planned to launch the Window Vac, an indoor cleaning tool. However, consumers appeared under-whelmed, having no clear sense of its capabilities and associating Kärcher with outdoor appliances. Kärcher realised that to achieve sales targets consumers needed to see it work, and that this required broadcast media, prompting a multi-media campaign which ran from March 2012. Early evaluation showed TV had long-lived effects and that consumers remembered the advertising, becoming effective advocates. The campaign has allowed Kärcher to shift commercial position from a heavy reliance on weather-sensitive pressure washers, to selling almost 50% indoor products in just two years.

2014 Awards


BronzeBronze Award

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