Customer Education Crucial To Poolwerx New Brand Campaign

Customer Education Crucial To Poolwerx New Brand Campaign
Trina McColl
By Trina McColl



Poolwerx, Australia’s largest pool and spa servicing franchise, has launched a new national advertising campaign aimed at educating consumers about the importance of using certified technicians.

Rumble Creative & Media led the integrated campaign that includes a 30 second brand ad across pay and free to air TV, weather sponsorship, advertorials, digital, magazine and in-store point of sale.

John O’Brien, Poolwerx CEO and founder said the campaign leveraged the group’s status as the only swimming pool and spa servicing group to have each of its independent businesses complete the latest government certification in swimming pool and spa servicing.

“Poolwerx was instrumental in establishing the certification training for the pool and spa industry, and we will lead the charge once more, helping consumers to understand the importance of using accredited technicians for the health of their pool and family,” O’Brien said.

Linda Horgan, Poolwerx marketing manager said focus group research highlighted the need for an education based strategy, to build awareness that a service from a certified technician was above and beyond that of an unskilled or unqualified technician.

“Consumers were under the impression that all technicians were accredited, so we immediately saw the opportunity to lead our creative with this premise,” she said

CREDITS

Poolwerx:

Marketing Manager: Linda Horgan

Rumble Creative & Media:

Creative Director: James Burchill

Media Planning: Julie Maher

OMD Australia:

Media Planning: Michele Edwards

Provisible Films:

Director: Michael Swan

Producer: Laura Clelland




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