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“The ITV campaign was a first for Harvey Water Softeners and provided us with a huge amount of learnings. The ability to select specific areas was key to driving enquiries from the right areas. We experienced a good increase in enquiries over the campaign period”. Tracey Berman, Head of Marketing

Challenge

The campaign was designed to create awareness of the unique benefits of water softeners, the Harvey brand and ultimately to help generate sales enquiries.

Idea

Use ITV regions to target Aspiring Homeowners living in hard water areas which matched the Harvey Water Softeners operational regions to test the TV uplift vs non-TV regions.
 

Implementation

Campaigns were targeted over 3 weeks in Spring using ITV Anglia West, Meridian South & South East  & London. This included a strong element of Peak airtime in shows such as Dancing on Ice and Coronation Street which enabled mass reach of the core target audience.

Targeting Strategy

Brand Target

  • Affluent Homeowners living in hard water areas

  • Isolate operational regions & test TV uplift vs non-TV regions

  • Regions tested: Anglia West, Meridian & London

ITV Trading Audience Bought

  • ABC1 Adults

Campaign Delivery

  • Total of  271 spots across the 3 weeks

  •  Reaching 1.3m ABC1 Adults

  • OTS = 3.8 

  • Campaign < than £100k 

Results

  • 37% uplift in sales enquiries over 3 week period

  • 49% uplift in week 1 of TV campaign compared to the 5 weeks prior

  • 32% uplift in web traffic during the campaign period vs 5 weeks prior

  • 70% uplift in web traffic YoY during the campaign period

  • Combined reach over 1.3m ABC1 Adults 

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