Over the last month we have emerged ourselves into a world of steamy how-to’s, fashion styling and an east coast tour of Westfield Shopping Centres for the launch of Sunbeam’s new range of Steam Generators.
This innovative campaign has undertaken digital, experiential and traditional media outreach and has introduced media, influencers and consumers to this innovative product that cuts the time of the dreaded task of ironing in half.
Activity kicked off with a national survey that investigated the ironing habits of Australians and created news in the Daily Telegraph with the age-old battle of Men vs. Women.
Some very amusing findings came out of the survey including 52% of Australian women believe men would rather walk around in a creased shirt than do the ironing. Whilst 1 in 3 women would go even further, accusing Australian men of deliberately ironing poorly to avoid having to do it in future.
We engaged celebrity stylist Philip Boon to work on the campaign as spokesperson and kicked off lifestyle media activity with an engaging event at Thrive360, that took media through a range of activities that fully demonstrated the new Steam Generator range from ‘Top Tips for a Perfectly Ironed Shirt’ to blasting the wrinkles away in silky and delicate garments.
This presentation was then introduced to consumers in a series of in-store experiential activations at Westfield Shopping Centres in Sydney, Brisbane and Melbourne.
This has been complemented by a digital presence across Facebook with a specially created application and Instagram competition, using the cheeky #getsteamywithsunbeam.