Daikin Air conditioning Central Europe wanted to establish a dialogue with potential AC buyers when their "level of suffering“ was at its peak as well as generate sales leads for local Daikin retail partners.What really made the campaign special was the fact that 'air time“ across all media channels was limited to days where the temperature reached 30C or above.
The campaign was conceived and implemented by Dominici Werbeagentur GmbH. The target audience consisted of owners of single family homes built from 2005 onwards in the catchment area of Daikin retail partners.
In a first step, feibra distributed doorhangers with integrated temperature test-strips, which also served as retail partners‘ business cards. The mailing also contained a raffle invitation to generate a consumer database.
Step two was a personalized direct mail (product folder) to opt-ins in the actual size of a Daikin AC, which enabled the respondents to see how and where the AC unit would fit in their home.
The campaign also enjoyed cross media-support through online advertorials and preload-banners, which again were temperature-targeted.
8% actual opt-in
3% requesting further information
Target sell-out in the relevant markets was exceeded by 76%