How often have you woken up just to see your mother toiling relentlessly inside the house without stopping? Maybe in the kitchen, washing dishes, or in the washroom washing those uncleaned clothes for you to wear in the upcoming party, or maybe an office presentation. We often forget how incredibly fortunate we are to have our parents supporting us every single day of our lives.
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Sometimes, we even take it for granted. Let’s not kid ourselves, they are not getting any younger, are they? Keeping this in mind, Walton has launched their latest campaign targeting the mothers of each household, to relieve their washing hassles.
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THE CAMPAIGN
Walton has perfected their targeting and appeal of the campaign based on their target audience, the mothers. These incredible women, in their late fifties, or even sixties struggle to finish household chores, at the cost of their health. Walton hopes to bring an impeccable element of convenience in the lives of these mothers.
https://www.facebook.com/waltonhomeappliance/videos/362418241577722/
To promote their Walton Washing Machine campaign, they chose ‘slice of life’ appeal. This created a real-life scenario between a mother and her service holder son. The campaign starts with the mother in her usual habitat, helping her son tidy up his unclean clothes, as he gets ready for office. This campaign sees the mother struggle at her late age with back cramps, which concerns the son.
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The campaign reaches its climax when the audience sees the son deep in thoughts as to how to ease his mother’s hassles. The next scene sees the son surprising his mother with a Walton Washing Machine.
THE MESSAGE
Walton developed the whole campaign surrounding one simple message. Convenience, within affordability. The product placement of the campaign was topnotch, with the brand promoting its Washing Machine’s functional benefits of Power Saving, Inverter Technology, and Oxyfresh technologies.
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On the other hand, the washing machine, equipped with double-layered glass doors and soft-touch integrations make washing easier than ever. Furthermore, the brand also provided the customers with a 10-year warranty, in addition to a minimum down payment amount of BDT 999.
A well-thought-out campaign, with the proper communications messages for the right target audience.
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