Hoover® brand, the preeminent leader in floor care, launched a new advertising campaign entitled My Vacuum to communicate to consumers that its Hoover Self-Propelled WindTunnel(TM) upright has dramatically superior cleaning performance compared to Dyson upright vacuums.
The centerpiece of the campaign is the fact that the Hoover self propelled uprights with patented WindTunnel technology cleans at least 56 percent better than Dyson upright vacuum cleaners. These results are from independently supervised tests conducted in accordance with ASTM International (formerly the American Society for Testing and Materials) Test F608, the only recognized industry standard testing method representing real life conditions in American homes.
The campaign, which includes print and broadcast, debuted on April 28, 2005, and will run indefinitely. The My Vacuum ads communicate that Hoover understands the most important reason consumers buy a premium vacuum — to get your home clean. In addition, they establish the self propelled WindTunnel upright’s cleaning superiority claims. WindTunnel technology uses patented dual air ducts to create a powerful air stream. The ads also reinforce the company’s new tagline: “Hoover. Clean to the Highest Power.” This tagline conveys the ultimate rational benefit of a premier level of clean and elevates Hoover’s core strength of powerful cleaning performance superior to the competition.
“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.”
Both the print and broadcast ads demonstrate that it is carpet cleaning power that consumers want most in a vacuum cleaner. 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-second TV spot will air in key markets including Los Angeles, Chicago, Philadelphia, New York, Washington, DC, Minneapolis, Atlanta, and Seattle. The print campaign debuted in the May issue of Good Housekeeping. The campaign was created by Hoover’s advertising agency, element79partners in Chicago.
Hoover sells more vacuums than any other manufacturer, according to a Traqline, a tracking source for the floor care industry in the United States. Traqline reports that Hoover is the market leader in unit share for upright vacuums and the total vacuum category, and Hoover’s unit share is nearly triple that of Dyson.
The Hoover Self-Propelled WindTunnel upright features Hoover’s patented WindTunnel technology, which uses dual air ducts to create a powerful air stream. It not only lifts dirt, but traps it — so it won’t scatter back into your carpet like other vacuums. And the vacuum is self-propelled, moving itself in both forward and reverse for nearly effortless cleaning. The vacuum also has the Embedded Dirt Finder(TM) feature, which senses when your carpet is clean, so you know when the job is done. And the Hoover Self-Propelled WindTunnel comes with easy-to-use tools for above-the-floor and other cleaning tasks.
The Hoover Self-Propelled WindTunnel is currently available and comes in bagless or bagged models. The approximate retail price is $279.99-$389.99.
About Hoover
Hoover, the leader in the floor-care industry, offers a full line of products, including full-size uprights and canisters, extractors, stick cleaners, hand-held cleaners, hard-floor cleaners, central vacuum systems and commercial products. Consumers looking for more information can visit http://www.hoover.com or call (800) 944-9200. Hoover is a part of the complete collection of brands offered by Maytag Corporation, a leading producer of home and commercial products. The corporation’s principal brands include Maytag®, Hoover®, Jenn-Air®, Amana®, Dixie-Narco® and Jade®.
