Westinghouse launches new brand equity platform ‘Happy to Help’ via Connecting Plots
Westinghouse has today launched a new brand equity platform entitled ‘Happy to Help’ via independent creative agency Connecting Plots.
In a bid to increase market share and future proof the brand locally, ‘Happy to Help’ works across all the brand’s sub-categories and positions Westinghouse as the quiet, reliable helping hand in Aussie homes that, when called upon, will step up and help out so you can get back to living.
Says Richelle Barker, marketing director ANZ, Electrolux Group: “When we sat down with Connecting Plots we all agreed that the ambition was to solidify Westinghouse as an icon of Aussie homes.
“Aussies have an inherent affinity with Westinghouse – it’s a brand that most Aussies grew up with and this new positioning is targeted at reigniting that truth in Australian culture. Our culture rates people who quietly pitch in without complaint or drama to help out when things get beyond our control and that’s exactly what Westinghouse is all about.”
The launch campaign’s hero film, directed by Jesse James McElroy and produced by Infinity Squared, tells the story of a dinner party gone wrong, thanks to a lively Grey Morwong fish who has other plans – with Westinghouse quietly stepping up to the plate to save the day. It’s a deliberate play by Westinghouse to step change the categories stereotypes and conventions by using humour and a story to emotionally connect with consumers who’ve been drowning in rational category messaging.
Aside from the long-term brand building elements, the launch campaign is also designed to bring more rational proof points to life at both a category level for people entering the market and at a product level for those ready to make a purchase. The platform ‘Happy to Help’ is also designed to be both a compelling value proposition for customers as well as employees.
Says Dave Jansen, co-founder, Connecting Plots: “This platform will come to life in every brand impression Westinghouse creates. From retail to delivery and comms. For us, that’s where the real magic happens. When a brand like Westinghouse can bring their brand story to life perfectly in every channel, across paid, owned and earned, in consumer comms, internal and trade.”
The brand has also developed a distinctive sonic branding device to be used across all audio and relevant channels as a refreshed brand look and feel.
Says Kurt Hegvold, managing director ANZ, Electrolux: “Westinghouse is one of the largest and most iconic brands in its category in Australia and in fact, one of the largest brands by volume in the Electrolux Home Products portfolio, making Australia a critical market for Westinghouse,” says Electrolux ANZ Managing Director, Kurt Hegvold. “We’re thrilled that with the launch of this new range we can offer Australians and New Zealanders uncomplicated appliances that make life easier and let them get back to the things that really matter.”
The campaign launched on Tuesday 5 September and will roll out across paid, owned and earned channels. The campaign has been brought to life by Connecting Plots, Infinity Squared, PHD and Humann.
Client: Electrolux Group
Marketing Director ANZ: Richelle Barker
360 Marketing Manager: Karen Nguyen
Digital Marketing Manager: Samantha Chapman
Brand Manager: Ryan Williams
Creative Agency: Connecting Plots
Co-Founder & CCO: David Jansen
Creative Partner: John Gault
Senior Art Director: Jonti Groth
Senior Copywriter: Craig Rosenthal
Integrated Strategy & Planning Partner: Tim Collier
Client Service Director: Emma McJury
Account Director: Roshani Mehta
Senior Integrated Producer: Rachel Smith Heffernan
Creative Operations Director: Sarah Miller
Design Director: Blair Palmer
Production Company: Infinity Squared
Director: Jesse James McElroy
Executive Producer & Managing Director: Erin McBean
Producer: Henry Richardson
Editor: Tim Eddy
Online: Benjamin Zaugg
Colourist: Matt Fezz
Sound: Smith & Western Sound
Casting: Peta Einberg, Peta Einberg Casting
Stills Production Company: Louis & Co
Photographer: Ian Butterworth
Producer: Luke Della Santa
Retouching: Cream
Media Agency: PHD
PR Agency: Humann
10 Comments
I didn’t know AAMI do white goods now.
I don’t get any of this. Is it for a fridge? What’s the fish doing? Why am i watching this?
Throw that cake right down.
(John Howard was prime minister the last time I saw a reprise this good).
I think the problem here is that this category (like lots of household products) has become increasingly aspirational and designer-y over the years. You can see it in the nice-looking kitchen and Westinghouse products depicted in the ads. And in Masterchef. Etc etc.
The brand identity application in this campaign is waaaaay too retail. Poor colour and typeface choices make Westinghouse looks like the Good Guys. Really at odds with the product aesthetic. And the “happy to help” audio sign-off at the end sounds super retail and light-weight. Again – feels like the Good Guys talking, not someone who made the produce with care and expertise.
Westinghouse needs to look far more desirable and give stronger quality cues. Especially if you call this a “brand equity platform” – gotta mean building the value into an occasional and high-stakes consumer purchase.
Doesn’t stop you making a fun ad. Helps with brand equity.
this is what happens when content agencies call themselves creative agencies
yeah this misses the mark on many levels…
@frodoo. Oh nause off you bellend.
Imagine what a proper creative department could do with budgets like this.
You’re not an insurance company Westinghouse.
Also that line is does to death, a quick google is all you needed:
https://www.thedrum.com/creative-works/project/kestam-holst-ikea-where-life-happens
https://mumbrella.com.au/campaign-review-bupas-life-happens-takes-on-carnivals-choose-fun-756322
isn’t connecting.