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Published on October 31st, 2017 | by The GC Team

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Hoover invests in heavyweight national consumer campaign

Hoover has announced a multi-million investment in a national consumer campaign to promote its connected appliances.

“Hoover, that’s who” focuses on the brand’s One-Fi Extra washing machine, its Vision oven and Discovery cordless vacuum cleaner and will utilise national press and prime time TV as well as social and digital platforms.

It is the first major advertising campaign from the brand since the launch of the Hoover Wizard family of connected appliances in 2015, and aims to endorse Hoover’s position as an innovative manufacturer and to demonstrate how the brand understands customer needs.

Hoover expects the campaign to have a significant impact on consumer interest and, in turn, provide footfall for retailers. “This fits in perfectly with our aim to be the supplier of choice, as a huge part of this is how we support retailers and generate consumer interest and drive sales,” the company said.

“Innovation is at the heart of Hoover. Since the launch of [our] connected range in 2015 we’ve become well known in our industry for being market leaders when it comes to innovation technology,” commented Antony Peart, director of brand and communications at Hoover Candy Group.

“The advertising will help us show just how important appliances are to daily life and the considerable benefits that connected products offer. Whether it’s saving time, multitasking or even being able to talk to your washing machine or oven with voice-assist functionality, this useful technology can make a big difference to people’s lives.

“We put the customer first and invest more in research and development than any of our competitors, so even though we’re more than 100 years old, we never stop looking to the future.”

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Get Connected is the top trade journal for the UK electricals industry. Its website is the fastest, most interesting and up to date in the business.



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