Mention any shower related advertisements (e.g. shampoo, water heater) on TV and one would only remember a girl brushing soap all over her long silky hair, with water flowing down her sweet face. We all got emotionally attached to it for the mere 30 seconds of it, and after no one would recall the branding of the advertiser.
We want to challenge ourselves and break away from this stereotype.
Joven marketing has always been emphasizing on their double safety feature and its multi-awarded waterproof casing. In order to touch the masses, we have to portray these two messages with a clever strategy.
Here are few questions we ask ourselves while executing the Idea.
Who buys water heater?
What are the tangible rewards for them to buy one?
What are the intangible rewards for them to buy one?
And the answer comes to us rather directly and conveniently. People who buys water heater are usually new homeowner/young parents. Being newly made parents, their main concern is always for the safety of their children. Yet being young themselves, giving shower to a child could be time consuming and frustrating.
Wouldn’t it be nice if their children would take shower themselves without them worrying?
That is exactly what we want to show, the innocent of a kid enjoying a shower while having no qualm with any worries.
Results, consumer now associate safety in shower with Joven’s water heater.
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