Hoover Goes against Dyson in Advertising Campaign
May 9, 2005
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Floor care brand Hoover(R) has launched a new advertising campaign entitled "My Vacuum" to communicate to consumers that its Hoover Self-Propelled WindTunnel(TM) upright has superior cleaning performance compared to upright vacuums built by competitor Dyson.
The campaign focuses on Hoover's self propelled uprights with patented WindTunnel technology, claiming that the vacuums clean at least 56 percent better than Dyson upright vacuum cleaners. The results, Hoover says, are from independently supervised tests conducted in accordance with ASTM International (formerly the American Society for Testing and Materials) Test F608.
The campaign, which includes print and broadcast, debuted on April 28, 2005, and will run indefinitely. The broadcast campaign starts with a claim that is now being made by Dyson -- no loss of suction -- and continues by focusing on the fashionable look. Then, Hoover's self propelled WindTunnel(TM) uprights are revealed as the dramatically superior cleaner. The print campaign compares the Hoover Self-Propelled WindTunnel upright against the Dyson, noting that the Hoover model picks up 56 percent more dirt.
The 30-sec TV spot will air in key U.S. markets, including Los Angeles, Chicago, Philadelphia, New York, Washington, DC, Minneapolis, Atlanta, and Seattle. The print campaign appeared in the May issue of Good Housekeeping.
"Hoover designs its products for high cleaning performance, but it has become increasingly clear that we now have to go head-to-head against the competition to prove it," says Dave Baker, vice president, Hoover. "Hoover understands there's more to cleaning than just constant suction. Powerful cleaning is the perfect combination of suction, agitation and air flow that gets carpets deep-down clean. In the new My Vacuum advertising campaign, Hoover is taking clean to the highest power to set the record straight against Dyson."
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