“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
The campaign was designed to create awareness of the unique benefits of water softeners, the Harvey brand and ultimately to help generate sales enquiries.
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.
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.
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
Total of 271 spots across the 3 weeks
Reaching 1.3m ABC1 Adults
OTS = 3.8
Campaign < than £100k
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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