ENHANCING HOME EFFICIENCY THROUGH CONSUMER ENGAGEMENT

Benamic Assists Hotpoint in 'Change for the Better' Campaign Across UK and Ireland

Hotpoint Logo

Dive into how Benamic leveraged promotional management expertise to empower Hotpoint in executing a successful cashback campaign for their range of advanced home appliances. This campaign, featuring an enticing trade-in cashback offer, enhanced customer engagement, spurred sales, and fortified Hotpoint’s brand image.

01 THE CHALLENGE   /   02 THE STRATEGY   /   03 THE EXECUTION   /   04 THE IMPACT

REDEFINING PERCEPTIONS OF HOME APPLIANCE LIFECYCLE

The Challenge & Opportunity

Hotpoint, an industry leader in the home appliance market, set out to promote their innovative range of freestanding, built-in and small domestic appliances across the UK and Ireland. However, with consumer survey data revealing a trend among consumers to wait until the end of a product lifecycle before considering an upgrade, the challenge was clear: How to inspire customers to make smart choices by investing in efficient, technologically advanced appliances? Hotpoint’s broader campaign aimed to change Britain's perception of technology in homes, inspiring a shift towards smarter and more efficient living. The 'Change for the Better' promotion, a part of this larger campaign, encouraged consumers to upgrade their appliances with a cashback incentive. Hotpoint also partnered with renowned TV presenter and tech expert Suzi Perry, leveraging her influence to boost the campaign's visibility. Benamic's task was to ensure the smooth execution of the cashback promotion, catering to thousands of customers in a short timeframe.

SMART CHOICES WITH CASHBACK INCENTIVES

The Strategy & Objectives

Hotpoint, in collaboration with Benamic, devised a cashback promotion with an enticing offer: customers could receive up to £150 cashback when they exchanged their old appliance for a new, smarter, and more efficient Hotpoint model. This promotion, part of the broader campaign aiming to shift Britain’s perception of home technology, intended to:

  1. Stimulate sales across a wide range of Hotpoint appliances.
  2. Showcase Hotpoint’s commitment to providing efficient and innovative home solutions.
  3. Encourage consumers to upgrade their appliances before the end of their lifecycle.
  4. Offer an easy and consumer-friendly cashback claim process.
Trade In Trade Up Promotion
Embracing Innovation

The Execution

At a Glance

PROMOTION MECHANIC
Trade-In & Cashback
COUNTRIES
UK & Ireland
INDUSTRY
Domestic Appliances
CURRENCIES
GBP & EUR
REWARD
Up to €/£150 Cashback

Key to the campaign's successful execution were Benamic's comprehensive promotional management services, which included:
  • Development of a Microsite: We created an engaging promotional microsite that not only detailed the benefits of upgrading to Hotpoint's innovative appliances but also facilitated the cashback claim process.
  • Claim Validation: We validated each claim against specified criteria, ensuring a fair process and guarding against fraudulent claims.
  • Cashback Fulfilment: After a successful claim validation, we managed the cashback fulfilment, ensuring customers received their rewards promptly.
  • Customer Communication: We ensured customers were kept informed about their claim progress, fostering transparency and enhancing their overall experience.
  • Real-Time Reporting: Benamic provided Hotpoint with access to a dynamic online platform to monitor the campaign's progress in real-time. This valuable data was instrumental for strategic decision-making and evaluating the campaign's success.

CHALLENGING CONVENTIONS, FOSTERING SMARTER CHOICES

Reflecting on the Impact & Results

The 'Change for the Better' promotion, seamlessly executed by Benamic's robust promotional management services, met its ambitious target.

As an integral part of the broader campaign, the promotion achieved high engagement, with thousands of consumers participating by 'exchanging' their old appliances, thereby increasing demand for Hotpoint's wide range of products.

These results underscore the value of considering promotions as part of an integrated marketing campaign plan. The synergy of sales promotions with broader marketing initiatives can significantly enhance the effectiveness and reach of individual promotions, leading to a high-impact consumer response and robust growth metrics.