The Challenge
Aga had been around for over 80 years and in that time, has grown to represent everything that is quintessentially British. Unfortunately, this cosy rural imagery was beginning to hold the brand back. The task was to identify a new strategic positioning and communications platform that could take Aga into the 21st century, and then launch this in 4 weeks.
The Solution
Through a mix of qualitative and quantitative research and data analysis, we established a key customer insight that Aga owners love their cookers as much as they do their cars (and sometimes their partners!!). From this the ‘Love Aga’ campaign was born. We developed stunning photography that would support the overall concept and tested this with key audience segments. The campaign was rolled out across all marketing channels, including press, posters, direct marketing, retail point of sale, sales literature, and online digital marketing.
The Result
Awareness of the Aga brand is now almost universal and the new ‘Love Aga’ brand concept has been absorbed throughout the business. Shop footfall and leads enquiries have exceeded all expectations. Press exposure and PR coverage on the back of this campaign alone has generated significant awareness of the new Aga brand.