Honeywell Air Purifiers
Honeywell, a Fortune 100 company, is involved in inventing and manufacturing technologies that address some of the world's most critical challenges around energy, safety, security, productivity and global urbanization. Honeywell technologies are being used and marketed by other consumer brands as well. However, when we looked at the consumer mindset, we saw a challenge in the level of awareness regarding the brand and the wide range of products and services it offered.
Despite using products and services based on Honeywell technologies, consumers were not as aware pf the brand and its overall Share of Voice was low.
The task for us was to bring in the change in the overall positioning of Honeywell Air Purifiers specifically by revamping the communication strategy and using intelligent targeting to market the product and services of Honeywell Air Purifiers using well directed and call-to-action driven communication via digital mediums.
The plan comprised:
Diwali is a time of respiratory concern, hence we talked of gifting health.
Winter generates demand and was hence the opportune time to promote the world class products which Honeywell has when it comes to air purification.
Techonoly amplification: Honeywell has patented technology of HEPA and HiSiv filters which have been scientifically proven to be the best. However, all these have a cost and hence the mentality of the Indian middle class who considers the product cost as the prime parameter to make the purchase decision was a hindrance factor. We decided on an intelligent and steady plan of educating the consumers first and in parallel pushing the products as well.
Need generation: We created a campaign around "Safety". Here we highlighted the different scenarios during which people are most susceptible to the danger of breathing "impure air" despite being confined in a 'safe' closed and comfy room or car.
Educating the consumer: The intent was not to push the purchase decision of Honeywell Air Purifiers, but rather to get the consumer to explore and study the problem, what all are possible solutions and who are the market players providing the best solution in optimal price.
The plan worked successfully and the monthly sales of Honeywell Air Purifiers from one of their main POS increased by 115% (amazon.in).