How we turned bad advice into great results
Ampfibian is an Australian company that designs and manufactures specialist portable power products for the caravan and RV market. They launched their first portable caravan adaptor ten years ago, which allowed caravans to be safely connected to domestic plugs, despite their differences in the current (Amps). Prior to that, no commercial product existed, so Aussies relied on homemade, illegally modified leads.
Ampfibian faced huge inertia from their largest audience group, frequent caravanners, as these were knowingly using illegally modified leads, and have been for years, without any care for the consequences. We needed to convince them that what they were doing was wrong and that they needed an Ampfibian adaptor.
Adding to that, electricity, electrical safety and electrical leads are a low involvement, low interest category, so our challenge was to expose the problem of DIY leads in an engaging, groundbreaking way.
We created a 3-phase campaign that targeted our passionate caravanners and reminded them that DIY electrical jobs were dangerous, illegal, and also void your insurance.
Playing on the common theme of bad advice and why you should avoid taking it, we developed a series of 3 creative executions including roll out across videos, print, static, html5 banners and website landing pages.
Additionally, we ran product focused ads retargeting our engaged campaign audience.
The campaigns ran across social media, google search ads, performance max and digital display, as well as print publications.
To ensure campaign performance, there was an ongoing focus on landing page UX and UI to optimise the user experience and conversions.
All media channels surpassed campaign targets and worked together to deliver exceptional results.
