Zelmer’s winning campaign: fail-safe household appliances
Zelmer is a traditional Polish brand of small household appliances – most notably: vacuum cleaners, irons, blenders liquidizers and microwave ovens. The company also exports its products to over 20 other countries around the world. Zelmer’s brand essence is: “Niezawodnie” – a polish word that means: “fail-safe”, “reliable”, “unfallibly”. Red8 Communication, a renowned Polish advertising agency started a new advertising line which displays how Zelmer products are thoroughly tested to prove their infallibility. The seriously-looking scientists in white uniforms perform all kinds of wicked things to Zelmer products. The voice-over in the TV commercials comments: We are aware of what you really do with our products and because of that we put them under exhausting infallibility tests.
The campaign called “tests” was very well received and won the Grand Prix at Polish Effie Awards in 2007.
This campaign strongly boosted Zelmer’s brand image and brand equity. TNS OBOP conducted a research to find out which local brands Polish people are most proud of and Zelmer ranked #1 in the household category and #6 in the general ranking.
Zelmer’s humourous advertising proved also very successful with the younger age group as the campaign won in The Spotters, an internet contest for the best TV spots organized by MTV and Viva music channles, where over 5000 internet users aged 13-29 cast their votes. Zelmer was the winner in a category called “miracles of technology”.
Advertising Agency: Red8 Communication