HOOVER

CHALLENGE

Reposition Hoover and differentiate the brand from the competition. Create awareness for the new Hoover EmPower vac. "Be the talk of the Housewares Show," drawing traffic and attention to the company's booth, which prominently featured EmPower.

APPROACH

Design a fresh, stylish makeover for the Hoover booth at the Housewares Show to complement and extend the look of the new Hoover EmPower. Write and record a Hoover EmPower song with professional studio musicians; hire a professional choreographer and dance troupe to "perform" the song at Hoover trade show booth. Develop an extensive media campaign to promote the dance troupe, booth and ultimately, the Hoover EmPower.

RESULTS

Product placements and feature news stories on Good Morning America, Chicago TV stations, CBSNews.com and HGTV.com, and in publications such as American Baby. Keen interest by trade media in the new Hoover style and in EmPower. Successful trade show attendance and audience feedback, exceeding client expectations. Inspired sales efforts by Hoover marketing staff at the trade show, strengthening relationships with buyers.