Home appliances international brand development and full campaign
How we made an international brand stand out in style
The home appliance market in the Middle East is one where customers need to be armed with a flowchart for how to go about making a purchase. As with most markets, some brands do well in some sub-categories—for some reason or another—but in the Middle East, sensitivities to cultural signifiers play an important part.
Delivering a winning marketing strategy in the Middle East
Evvoli, a new international home appliance brand, was more than aware of this and looked to build upon its initial brand development and exploit this disposition in the Middle Eastern market. To do this, they called upon the experience and expertise of Zigma8 Branding and Advertising Agency. Although the challenge of plugging into the hearts and minds of Middle Eastern consumers would not prove to be too difficult, simultaneously creating subsequent brand communication for the international audience would truly test what we are made of.
The concept of positioning concerning brands is an essential practice that helps avoid market overlaps. Evvoli, themselves had created the foundations for this practice, choosing to differentiate themselves as a neo-modern, Italian inspired manufacturer. Saying so was not going to be enough, so we developed a multi-phased strategy that would step-by-step appeal to the consumer’s sense of pride and passion, which in turn would link to commonly understood ideas about Italian pride and passion concerning design.
Successfully marketing to the Middle Eastern audience
To kick-start this story we went big, using premium media to effectively portray an authentic Italian feel. To achieve this, we deliberately avoided the conventional international ATL adaptation and opted to use the Italian language, which both helped grab attention and sell the story. Having established the association, we then brought the story to a new chapter, extending it to BTL and online activities, and adapting it to appropriately associate with the term, “home of style”.
Our work with Evvoli played an important role in delivering an alternative story for the Middle Eastern home appliance consumer during a customary moment. This story would help those that need to establish a certain level of status during the Middle Eastern custom of furnishing a new home for the newly-weds. These consumers, until recently, came to expect international brands, but have recently been priced out due to runaway inflation and increased cost of business due to sanctions.
Doubling sales through a successful marketing strategy in the Middle East
The brand successfully over doubled its sales compared to its presence in the market without communications. Although one can only infer that the Evvoli launch campaign performed excellently against objectives, the client’s testimonials assist in making this case.