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OzKleen

OzKleen. Using ITV to launch a new brand. Introduction.

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OzKleen

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  1. OzKleen Using ITV to launch a new brand

  2. Introduction • The Ozkleen case study demonstrates the power of television. It shows how a carefully targeted television campaign on ITV1 can work effectively to launch a relatively new international brand in one of the most competitive, fast moving consumer sectors within the UK • Since it launched in Australia in 1995, OzKleen had become a household name and within two years it became the country’s number one household cleaner • OzKleen wanted to establish itself in the £146m UK cleaning sector market, which is dominated by well-known and heavily branded competitors. OzKleen’s intention was to emulate the success of the brand in Australia

  3. Objectives • To establish the brand quickly and effectively in the UK, cutting through advertising in the cleaning products sector • To emulate the success of the OzKleen brand in Australia by using the successful format of testimonial style “Vox Pop” advertisements on ITV1 • Ultimately, OzKleen wanted to drive sales

  4. ADVERTISING CAMPAIGNS Results SALES RESULTS Sales immediately responded to the television activity. The success of the initial campaign convinced OzKleen to carry out further bursts of activity across the Autumn in Granada‘s northern regions, which also led to dramatic sales growth. £000’s 4 weeks ending 2001 Source: ACNielsen

  5. BASE 100 Results The power of television advertising is apparent when comparing OzKleen advertised regions to those without television support. Source: AC Nielsen, (£000‘s). For 24 w/e 16/06/01 vs 24 w/e 01/12/01 Regions Indexed on GB Sales

  6. Testimonial “By using ITV1 we found the fastest route to establishing our products in consumers’ imaginations. After extensive research we concluded that Granada’s ITV1 regions would provide an excellent springboard for the whole of Britain. The test convinced me that the UK housewife would identify with the brand and with the help of Granada I was able to sustain the growth through carefully targeted airtime.” Mark Quinn, UK Manager, OzKleen

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