By James Wells
SYDNEY: Fisher & Paykel has launched a multi-million dollar advertising campaign incorporating print, outdoor, online and television executions which promotes a range of new products and unexpectedly its customer service and after sales care commitment.
According to Fisher & Paykel chief operating officer, Mike Church, the new advertising campaign coincides with the introduction of the inaugural Fisher & Paykel Classic – a series of sponsored golfing events staged by Golf Australia.
“Providing Australia’s amateur lady golfers with an opportunity to compete against one another, The Classic program culminates in the national final to be staged as a prelude to the Australian Women’s Open Event early next year,” Church said.
“Finally, rounding off the ‘Summer Assault’ trifecta, Fisher & Paykel has refreshed its Australian website – the new-look user-friendly site will go live at the end of the month,” he said.
The main segment of Fisher & Paykel’s television advertising campaign focuses on three highly innovative product platforms.
The first advertisements, which commenced airing on 22 October, announced the release of the new AquaSmart washing machine – the first top loading washer to achieve a four star water rating.
“AquaSmart offers a totally new way of doing the laundry,” said Church.
“Ergonomically superior, yet highly efficient on both water and energy, the auto washer offers a superior wash requiring less time than a front loader to complete a cycle, yet using a comparable amount of water. Fisher & Paykel’s infamous dishwasher in a drawer – the DishDrawer – also stars in its own television commercial.
Representing an industry first, Fisher & Paykel’s campaign also includes an advertisement which highlights the company’s unique approach to customer service.
"As the only Australasian owned whitegoods brand on the market, Fisher & Paykel offers a level of after sales care unmatched in the industry," said Church.
“We feel we have a real competitive edge with our sophisticated customer service model and we’re backing this belief with a cleverly created TVC airing nationally over the summer months. We pride ourselves on being innovative both in product development but also in the execution of brand marketing. We are the first company within our industry to embark on a national advertising campaign to communicate our dedication to after sales care – it’s a move designed to reinforce a core component of our brand’s positioning in the marketplace,” said Church.
"Finally, the new year introduces consumers to Luna – the last instalment in the new television assault. The futuristic gas in glass cooktop has the industry ablaze with anticipation – totally unique, Luna is in a category all of its own."
All major television networks, including SBS and pay-television will carry the new advertisements throughout the summer season.
Print advertisements will run within consumer magazine titles and targeted websites supporting new ice and water dispensing, stainless steel refrigerators now in production at Fisher & Paykel’s Australian manufacturing facility in Queensland.
“The ‘Summer Assault’ is a branding blitz designed to inform and educate consumers, highlighting the many reasons why they ought to purchase a Fisher & Paykel appliance.
"Home grown appliances are becoming rare, and good customer service is even rarer. Fisher & Paykel appliances are made to exacting local standards to cater to the needs of the Australasian market – real practical features and an innovative approach to business set Fisher & Paykel ahead of their competitors,” said Church.