• A direct to consumer campaign to drive sales for Whirlpool
Whirlpool - 100 years

The Objective

  • To drive sales for Whirlpool without involving the distributors or resellers
  • To generate a database of customers and prospects for Whirlpool
Whirlpool advertisement

The Campaign

  • To celebrate its 100th anniversary Whirlpool designed a leaflet with a 10% discount coupon accompanied by a prize draw mechanic
  • This was communicated via a national door drop and via a campaign website, i.e. both offline and online response channels
  • 1.345 million leaflets were distributed to households near participating retailers, with above average affluence and in major towns where at least 3 retailers were participating in the promotion
  • Different bar codes were used on the leaflet and online to track sales generated by the promotion
Whirlpool coupon

The Results

Whirlpool chart: response by region
  • Over 12,000 sales recorded using the coupon
  • 13.5k consumers opted in to the database
  • Overall response rate offline was 0.9%