LOST SOCKS by Colenso BBDO Auckland for Fisher & Paykel

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LOST SOCKS

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Industry Electronic Devices & Home Appliances, Household maintenance & pet products
Media Promo & PR
Market New Zealand
Agency Colenso BBDO Auckland
Director Mike Oldershaw
Executive Creative Director Nick Worthington
Art Director Josh Lancaster
Copywriter Jamie Hitchcock
Designer Phila Lagaluga
Digital Creative Director Aaron Turk
Editor Tim Mauger
Released April 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: FISHER & PAYKEL
Product/Service: FISHER & PAYKEL
Agency: COLENSO BBDO
Date of First Appearance: Apr 4 2010
Entrant Company: COLENSO BBDO, Auckland, NEW ZEALAND
Entry URL: http://ourshowroom.co.nz/lostsock/
Executive Creative Director: Nick Worthington (Colenso BBDO)
Digital Creative Director: Aaron Turk (Colenso BBDO)
Art Director: Josh Lancaster (Colenso BBDO)
Copywriter: Jamie Hitchcock (Colenso BBDO)
Digital Developer: David Colquhoun (Colenso BBDO)
Group Account Director: Scott Coldham (Colenso BBDO)
Account Manager: Sally Willis (Colenso BBDO)
Agency Producer: Nigel Sutton (Colenso BBDO)
Designer: Phila Lagaluga (Colenso BBDO)
Director: Mike Oldershaw (Automatic Films)
Co-producer: Johnny Blick (Automatic Films)
Editor: Tim Mauger
DOP: Rob Marsh
Post Production: (Digipost)
Sound Design: (Liquid)
Media placement: TBA - TBA - TBA
Media placement: TBA - TBA - TBA
Media placement: TBA - TBA - TBA

Describe the objective of the promotion.
When Fisher & Paykel briefed us late last year, they were embroiled in a PR mire.
Redundancies, an equity sale and the moving of production to other markets had New Zealanders questioning just how patriotic our most Kiwi of whiteware brands really was. We were challenged to counter these unfortunate events with a campaign that would improve New Zealand’s feelings about Fisher & Paykel and earn them back what they’d lost….
The aim of the campaign was single minded - to improve admiration of the Fisher & Paykel brand.
To have the majority of New Zealanders feel a greater sense of admiration toward the brand, as measured in TNS’s tracking of ‘admired and respected NZ brands’.

Describe how the promotion developed from concept to implementation.
Celebrating what Fisher & Paykel were really exporters of - brilliantly innovative New Zealand ideas excited us. It was easily provable and something that Kiwis needed reminding of.
In true Kiwi style however, admitting that we still hadn’t resolved a problem that existed in every household was something we knew would resonate. We decided to admit the missing sock phenomenon was our fault - apologise and offer everyone who’d lost a sock, a free pair on us. All they had to do was upload a photo of their missing sock and we sent them a voucher for a free pair of F&P socks, redeemable in store wherever Fisher & Paykel was sold.

Explain why the method of promotion was most relevant to the product or service.
The ‘Lost Sock’ phenomenon plays on an insight that all New Zealanders can relate to. Whether a mother with young kids playing rugby, couples living together, guys or girls – we’ve all experienced the mystery of the washing machine or dryer that seemingly steals our socks.

With a history of 75 years of delivering innovative, world first appliances – it was a humble and charming way of demonstrating that we are a real business, who understands New Zealand and has been doing everything we can to make the lives lived around our products better, for ¾ of a century.

Describe the success of the promotion with both client and consumer including some quantifiable results.
73% of New Zealanders recalled seeing the Lost Socks campaign.

58,320 New Zealanders actively engaged with the campaign, signing up to receive a replacement lost sock.

Admiration for the Fisher & Paykel brand was almost twice as high for the 73% of New Zealand who recalled the campaign.

Unprompted, Fisher & Paykel is now the most admired brand in New Zealand, a lead taken from Watties since before the campaign ran.

28% of New Zealanders not only felt that the messages were relevant to them but also felt motivated to purchase a Fisher & Paykel appliance.