BRAND:
Ariston
AWARD CATEGORY:
The Best Event with Social Media Strategy
CAMPAIGN TIME RANGE:
20/10/2023 - 31/01/2024
CREDITS:
DSquare
CASE STUDY VIDEO
STRATEGY
ARISTON, Vietnam's leading premium water heater, celebrated its 35th birthday with a tough challenge. Along the progress of Vietnamese living standards, water heaters transitioned from being a life changer to an ordinary home device. It was once the innovative highlight of a bathroom, yet now a basic commodity – a device ”just to warm the water up”. This commoditization has led consumers to prioritize Price over Brand.
The economic downturn in 2023 further intensified this problem, with Ariston’s target audience – the Urban Millennials – trading down across all categories. Positioned at a premium pricepoint, Ariston faced the risk of losing its share to more affordable and promotion-driven brands.
To protect market share & profit, Ariston needed to shift the market conversation from “Just a water heater” to “Quality matters" - highlighting the need to pay a higher price for top quality brand like Ariston.
However, emphasizing quality alone can be dry, and honestly, water heater is not an exciting category to talk about. We need an interesting storytelling approach, powered by a strong insight.
INSIGHT
We target the Millennials 25-45, the largest population age group in Vietnam. They are also the key decision maker for the category. They are also the ones that work hard, and seek for a rewarding moment at the end of the day, often with a great hot shower. That moment deserves the best Peace and Comfort.
However, they underestimate that “little box" in the bathroom that warms the water up. They don't know that different Efforts put behind those boxes can bring different levels of comfort. Hence, if you want the ultimate peace and comfort, you need to choose the water heater that puts huge EFFORTS behind.
And that is how Ariston came in as a resolution - an expert for over 90 years globally and 35 years in Vietnam. Ariston has put in a lot of effort, to the point of mastery, so that you can enjoy the peace and comfort that you deserve.
CREATIVE IDEA
MASTER-PEACE /Nhà thư thái/
‘Master-Peace’ is a cheeky play between ‘masterpiece’ – essentially the word to describe Ariston water heater– the ‘mastermind’ behind all creations with the users’s comfort in mind, and ‘peace’.
We look at Ariston beyond a water heater, but a master artist. Who makes more than water heater, but a masterpiece of peace and comfort in your home.
With this idea, the campaign is a journey of inspirational artsy experience. In which consumers can witness and immerse in the dedication world of Ariston.
CONNECTION PLAN
Leveraging Ariston's 35th anniversary, we pulled out all the stops to showcase their dedication to mastering the art of comfort. Here's how we did it:
- UNVEILING the mastery secrets behind Ariston with “The Shower Lab VIDEO": We launched an online video revealing the secrets behind how Ariston mastered the art of comfort. Viewers were captivated by countless shower experiments and real-life tests conducted by Ariston's experts, all to ensure the ultimate comfort experience for consumers.
- INVITING people to immerse in “The Garden of Peace & Comfort” – A First for Vietnam: We didn’t just have Ariston talk about comfort, we made it an immersive experience. ‘The Garden of Peace & Comfort’ (Vườn Thư thái) was an unprecedented multi-sensory offline exhibition – even before the Van Gogh exhibition arrived, making it unlike anything Vietnam had seen before. This innovative event combined cutting-edge technology with the presence of top celebrities, generating massive buzz.
- SOCIAL MEDIA AS THE EXTENDED EXPERIENCE CHANNEL: We treat Social Media platforms as Experience channels, which enable people all over Vietnam to immerse in the “Garden of Peace & Comfort" remotely. Influencers were invited to film their beautiful journey through the exhibit, captivating online audiences with magical real moments. We organized Livestreams of the Night Concert to reach the Vietnamese nationwide; and Interactive Livestream Games to engage and keep the heat of the event throughout the campaign period.
- O2O SEAMLESS JOURNEY, CENTERED AROUND MICROSITE:The whole Online to Offline experience centered around a Microsite, which acted as a Brand Education Hub. It also enabled people to register for the offline Exhibition, get vouchers on Zalo, then purchase at the retailers. The campaign wasn't just celebrating an anniversary; it was redefining the perception about Ariston water heater as a top quality brand. Who is not only making “boxes to warm the water up", but masterpiece.
OBJECTIVE-BASE KPI
Market Share of Voice Domination:
- Share of Voice (SOV): Ariston's voice soared during the campaign, rising from 40% to a commanding averagely 80% market share of voice during the campaign period.
Website Traffic Surge:
- Website Traffic: The campaign generated a staggering 1500% increase in website traffic, leaving competitors in the dust. Notably, Ariston outperformed even Panasonic in November, a major player in the broader electronics category.
Brand Love and Recognition:
- Brand Love Increase: Customer sentiment towards Ariston improved by 10% compared to the previous year.
- Award Recognition: Ariston was crowned "The Most Favorite Water Heater Brand" in the 2023 Tinh Te Vote Awards, solidifying their top position in the hearts of consumers.
Market Share Growth when the total market shrank:
- In a market of economic downturn & price war, the total water heater market size shrank by 1%. Despite this, Ariston gained 4.6% market share vs 2021.
