Econo-Heat supplies Salton with high quality, low wattage panel heaters. The 30 second TV commercial’s aim is to differentiate Econo-Heat by positioning it above and apart from its competitors. The commercial represents the strong family values of unity, security and inter-relatedness. The heaters are portrayed as integral to the well-being/warmth of the home.
Although created to evoke emotion, the commercial also reflects the affordability of the product. The ideal is to measure its success in terms of sales; and it’s proven its effectiveness in sales throughout South Africa for two consecutive years.
Whether we’re creating advertisements for a retirement development, a staffing solutions company, a food manufacturer or a wedding planning organisation, our work is always concept driven; it has a big idea and careful analysis of the media and readership. Human truth is an essential ingredient. People respond to and remember communication that, besides being visually arresting, evokes emotion.
When creating communication campaigns there must be continuity and consistency across all channels. When we created the Riverside Retirement Village campaign, we rekindled wonderful memories by utilising a big band, mid-20th century theme, i.e. a time when our target market was young and experiencing its many ‘firsts’, like falling in love. The radio commercial, like all the printed material, reflects this.