The Campaign

The dehumidifiers market in Korea has been growing rapidly each year and the number of competitors is increasing accordingly. The mission for this campaign was to confirm WINIX as #1 dehumidifier brand and communicate to consumers with something new and different from a number of competitors. We focused on how consumers can be benefited from the result of valued dehumidification rather than just listing what proud functions the machine has. As a result of looking into consumer’s mind, we came up with a brand slogan <Creating the authentic standard for dehumidification> for TVC campaign. ‘Pleasant & comfortable feeling’, the essence of dehumidification, was represented through a medium of ‘sound’, ‘sense of intimacy’, and ‘expressive enjoyment' in TVC creatives. WINIX TVCs were selected as the Best Commercial in April by consumer panel of TVCF Korea, #1 Advertising Assessment Online Channel, and the Best Creative in May by Korea Federation of Advertising Associations.

Success of the Campaign

The dehumidifiers market in Korea is constantly growing. It is already grown 2 times and so did the number of competitors. We thought the key point of campaign was to provide customers higher value with emotional benefit. This idea created <Creating the authentic standard for dehumidification> campaign and it gave the strong power to brand identity of WINIX. It also gave customers the new standard of choice and redefined the value of top brand. Needless to say, it obviously differentiated from competitors who focused on explaining functional benefit. Moreover, ads of WINIX came out earlier than that of competitors and it directly influenced in sales volume. The campaign gave customers eye to find good products and WINIX reestablished its position as a top brand in dehumidifier market. For May 2014 record, WINIX is maintaining its top position with 51% share in market and achieved 75% share in home shopping sales record.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The <Creating the authentic standard for dehumidification> campaign was held for 3 months, from April to July. We chose to advertise in TV and On-line channels to build up WINIX’s brand power as well as video clips for home shopping channels to support sales increase. The video clips for the home shopping channel was 60 seconds length, which allowed us to fill in 15 clips with product’s features, functions, directions, distinction among competitors and customers’ benefits. The clips were played 3 times in 60 minutes home shopping program. The TV and On-line channels helped to raise brand awareness for WINIX. The video clips allowed us to provide customers with full information about the product and ultimately led them to purchase our product. It affected the sales volume immensely and WINIX became the top selling brand in home shopping for 2 straight years.