Tefal Actifry Demonstrations
Challenge
To lift the visibility of the Tefal Actifry and reignite interest 18 months post-launch. Retailing at £175 the Actifry is not an impulse purchase. It is an electric fryer that can cook 'real' chips healthily by containing only 3% fat. Despite this, and the fact that it can also cook a variety of other healthy meals, consumers remain sceptical - particularly around resulting taste. Consequently, Tefal invested in television advertising to regain consumer interest.
Solution
In order to maximise returns from the television campaign, Channel Advantage knew that consumers needed to see the Actifry in action and taste the results for themselves. We therefore identified 20 experienced tactical demonstrators from our database who could deliver the Actifry experience in the top 20 Comet stores over the two weekends of the advertising period. Next, we profiled our team to ensure everyone met the requisite food hygiene requirements and underwent the risk assessments necessary to operate in a retail environment. Last but not least, our brand ambassadors participated in a comprehensive training day designed to familiarise and engage them in the product features and benefits, to assess their demonstration competencies and to ensure they would follow the correct instore procedures and adhere to all aspects of health and safety law.
Result
The programme had a two-fold effect: not only did it generate 80 sales of the product across the 40 demonstration days, it also allowed people who had seen the product to experience it working. A total of 2,500 people saw a demonstration and of the sales that were generated, 70% came as a result of seeing the demo.The demonstrations reinforced the advertising and allowed the versatility of the machine to be highlighted, which was an additional feature not covered in the television advertising.
Testimonial
"Great delivery and execution of a key demonstration campaign, which complemented our TV advertising perfectly."
Tefal Marketing Division
