Indesit Ignite

Customer product launch

Brief

To launch the latest product range to independent UK retailers, creating an overseas experience to reward and thank them for their commitment to Indesit Company.

Solution

Having registered via a bespoke website, delegates were assigned to one of six planes, chartered to fly 400 dealers and their partners to Barceló Punta Umbria Beach resort in Andalucia in 3 groups across one week.

The focus of Ignite, was Hotpoint’s new range of cooking appliances; the objective was to put the ‘Hot’ back into ‘Hotpoint’. Every delegate had a personal itinerary to facilitate one-to-one meetings with their regional sales manager. Itineraries also incorporated a 360° visual spectacular inside ‘the drum’ illustrating the evolution of home cooking; an interactive cookery challenge, hosted by Tony Tobin; a 700m² exhibition hall displaying over 100 appliances and an incredible gala dinner at the 19th century Hacienda Ballemari.

Outcome

Feedback revealed that 97% of delegates rated the Ignite experience as very good or excellent and, more importantly, agreed that the event had given them an increased understanding of the Indesit brands and their qualities. The number of units ordered by individual accounts rose by an incredible 10.4% against the previous year’s record-breaking figures.