CASE STUDY: Kärcher Pressure Washers have fun on TV

Provided by Thinkbox
Kärcher needed to reignite a consumer power tool market which was down 10-15% in 2008 (Source: GFK)
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What was the Challenge / Background of the Campaign?

Despite being available in the UK for many years, high-pressure washers remain a relatively under-developed category - the tool men don't know they need. UK penetration is only 20% of home owning households, whereas in Germany this figure is nearer 50% indicating the potential for growth. Kärcher were the market leader but not yet the brand leader. Coupled with this, consumer power tool sales were down between 10 and 15% in 2008 and the pressure washer market volumes were declining. Kärcher needed to do something big to bring about a change in fortunes. Find out more...

What was the Campaign Objective?

To ensure the target audience sees how much fun Kärcher Pressure Washers can be and to drive sales over the key DIY weekends
BudgetReach & FrequencyTarget AudienceMedia Used
£251k to £500kABC1/C2 Men 25-55
All adultsMale
ABC1
C2
DE
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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