Inglis heads online with time capsule contest
The home appliance maker is inspiring national pride - and stronger brand positioning - by getting consumers to send in their take on the country and vote for the best ideas.
Whirlpool Canada’s Inglis brand is marking its 150th anniversary with a national online time capsule contest, launching this week. Developed by Toronto-based Harbinger, which is helming the campaign’s PR efforts, the program has Canadians submitting suggestions of the people, places and things that would best represent today’s Canada – in 150 years. The goal is to promote the brand’s Canadian status and heritage, according to Lina Jhaveri, brand manager at Inglis.
Traffic to Inglis’ time capsule site, designed by Bing Creative, is being driven through the ticker on the company’s iconic billboard on Toronto’s Gardiner Expressway, as well as in-store promotions and contest plugs through Inglis.ca.
Each week, a panel will choose three original submissions to add to the list that users can vote on. The submission with the most votes will win a three-piece kitchen set from Inglis, and voters will be entered in a draw to win one of ten home appliances.
The program runs through mid-July to coincide with Canada Day celebrations.