V-Zug. Premium, Swiss appliances.
While 95 percent of Swiss homes house V-ZUG products, the competition for top tier European appliances in Australia is fierce. Brands such as Miele, Smeg and ILVE all have strong brand equity and are well established premium suppliers.
So, how does a brand like V-ZUG build their own equity through radio advertising? The first step, give their brand a voice.
V-ZUG enlisted OMG to create strong branding commercials in order to help establish awareness in the Australian market.
The commercials needed to cut through to an affluent, educated, quality conscious audience.
We kept the commercial as simple as possible for our target market, incorporating key brand messages, product features and a call to action. Moreover, in order to promote the premium nature of their products, we opted for a slow and clear read. While quick reads suit some brands, for premium product too fast a read can cheapen the overall result. Additionally, with a client like V-ZUG, who is wanting to establish a market position, the information can go way over the head of audiences. Thus, reducing cut through and ROI. Sometimes in advertising less is more, or as the copywriter puts it, “…simplicity of script will aid the notion of simplicity of use!”
The voice needed to warm, inviting and a little sexy in order to reflect the luxe nature of V-ZUG appliances.
During their run, the 30 second commercials created great exposure for the V-ZUG brand with their retail distribution network and showroom experiencing increases in foot traffic, phone inquiries, website visits and ultimately, sales. The style and delivery of the commercial have also provided a framework for future branding exercises and call to action campaigns.
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