campaign for Tecumseh

MAA BOZELL’S latest, unique campaign for Tecumseh

Company news, June 24,2005

When MAA Bozell, the leading advertising company was asked to create a campaign about Tecumseh, the foremost manufacturer of hermetic compressors worldwide, it faced a challenge on two fronts. In spite of being the first choice of refrigerator and AC manufacturers, Tecumseh was virtually unheard of by the Indian consumer. Moreover, MAA Bozell had to educate the consumer about the importance of a compressor in their refrigeration & Air-conditioning appliances, and therefore make Tecumseh a household name.

Tecumseh Products Company is a full line, independent global manufacturer of hermetic compressors for air conditioning and refrigeration products; Tecumseh products are sold in over 120 countries around the world

Look around throughout any American home and you are certain to find one of Tecumseh’s products. With over 70 years of manufacturing the components that make household appliances and equipment work we are embedded in consumer and commercial products throughout the world. Yet, despite this prominence, many consumers may never have heard of the Tecumseh Products Company. It's not surprising since our products will run for years, quietly powering the modern conveniences upon which our society has come to depend. Sold in over 120 countries throughout the world, from core manufacturing locations in North and South America, Europe and Asia, Tecumseh the silent partners inside the products of many of the world's best-known brands.

MAA Bozell rose to the challenge of bringing Tecumseh to the forefront with a hard-hitting campaign that emphasised the functions of a compressor in our household appliances using compelling visuals that immediately caught the attention of the consumer and drove home the message. While one ad portrayed a refrigerator without a Tecumseh compressor as a box used for storing junk, the other showed an AC that is devoid of efficient function, now being used around the house as a flowerpot. Thus accentuating the fact that if the component inside is not Tecumseh, then it is a machine not serving its actual purpose.

The focus of the Tecumseh campaign was to introduce Tecumseh as the pivotal device that gave household appliances their “ability to deliver” and create a mindset wherein the consumer comes to associate quality in a refrigerator or AC with the presence of Tecumseh technology. The campaign establishes Tecumseh as one of the leading providers of compressors to international household appliance brands, thus emphasising Tecumseh’s role in the success of these brands.

Bunty Peerbhoy, Managing Director, MAA Bozell says, ”This campaign was challenging as we had to create awareness for a Brand which is not visible to the consumer, yet we had to create a strong connect between the product, the Brand and the final Consumer.” Mr. Anuj Pattanaik, Vice President Marketing & Sales of Tecumseh India added "The creative challenge was to generate curiosity / awareness about the Tecumseh brand; while subtly emphasising the brand's benefits."

The follow-up ads are being developed on a similar route of educating the consumers for the launch of new compressors that are being made in India.

For further details contact Proactive Public Relations:

Tel: 23338982 23338984

Email: proactivepr@vsnl.net