case study

Client

Amica

Details

Amica has been one of the most recognisable household appliance brands in Poland for years, but this has not fully translated into purchasing decisions. Our task was to create a communication platform that would boost trust in the brand and enhance the perceived quality of its products. The project itself closely integrated communication with product launches, which were developed in direct response to consumers’ real needs. Thanks to these solutions, which are based on key, research-backed benefits, the brand’s message has become not only appealing but, above all, credible. The solution turned out to be an idea rooted in the very heart of the brand name – “And I …”/”And it…” [“A mi…”] – which naturally linked users’ everyday experiences with specific product benefits.

Challenge

As we began work on a new communications platform, we identified what we called the “paradox of widespread recognition” within the client’s brand. Amica was a very well-known brand – it ranked first in consumers’ spontaneous awareness – yet in immediate purchase consideration it fell to a third place. Its previous positioning as “a decent product at a reasonable price” provided a sense of security, but failed to create a distinctive competitive advantage. In the long term, this brand image neither increased its value nor effectively attracted new customers.

The perception of product quality proved to be a key barrier to purchase. We identified a clear disconnect: while the brand’s emotional message was “for living”, consumers were asking a more practical question: “for how long?”. Meanwhile, competitors were becoming ever more aggressive in their pursuit of audience attention, relying on contrasting communication styles – ranging from a cold, innovation-led narrative (Samsung) to highly exaggerated humour (Bosch, Electrolux). Our task was to build a brand image that was authentic, credible and closely aligned with consumers’ everyday experiences.

The objective of the campaign

Our strategic objective was to increase the frequency with which the Amica brand is considered, by strengthening trust in the brand and improving perception of the quality of its products. We needed a strong concept that would naturally combine the emotional benefits associated with a lifestyle with rational evidence of reliability. Amica needed to reinforce its reputation for reliability in cooking and baking, while at the same time retaining its warm, approachable character. This was particularly important in a market, in which the biggest competitors have been consistently building their recognisable communication platforms for years.

Idea

Often, a brand’s most valuable asset is its name. Instead of once again treating the logo as a passive signature at the end of a commercial – we have made it the heart of the entire communication platform. From the name “Amica”, we have drawn out its most personal, human and authentic aspect: “And I”/”And it…” [“A mi…”].

The “And I”/”And it…” [“A mi…”] platform builds the brand’s distinctiveness in a way that the competition is unable to replicate. This is a communication zone belonging exclusively to Amica.

“And I…”/”And it…” [“A mi…”] has become the brand’s voice – direct, sincere and free from pretence. This formula naturally links emotions with specific product benefits. We say: “And it… finally didn’t boil over”, “And I… baked the tricky meringues!”, “And it… doesn’t scratch” or “And I… really like it”, before naturally moving on to features such as stable temperatures and temperature-controlled programmes.

As a result, the language of everyday experiences becomes a vehicle for the products’ technological advantages. It’s not the brand that talks about its features – the users do, in their own words. As a result, Amica appliances become part of everyday life, and their reliability builds a bond based on experience and trust, passed down from generation to generation. At the heart of it all is a simple, believable promise: “And I have relied on it for years”, you can rely on it too.

Implementation

The proposed concept performed exceptionally well in both qualitative and quantitative testing, generating a strong response from consumers. Respondents rated the message as authentic, up-to-date and appropriately tailored to their needs. This result was achieved through the synergy of engaging communication and product launches based on real, researched consumer needs, ensuring that the brand’s promises were reflected in the products themselves.

Using the “And I…”/”And it…” [“A mi…”] platform as a basis, we have created a cohesive communication ecosystem encompassing both 30-second image-building TV commercials and product-focused communications. In the creative materials, the phrase “And I…”/”And it…” [“A mi…”] naturally linked users’ everyday experiences with specific product benefits, such as scratch resistance in Amica’s matt hobs.

We were responsible for the end-to-end implementation of the platform across a 360-degree model, from strategy and creative concept development, through commercial production and the photoshoot, to the delivery of a full ecosystem of digital and social media assets. As a result, the idea of “And I…”/”And it…” [“A mi…”] was consistently conveyed at every point of contact between the consumer and the brand.

Results

The new platform effectively addresses the brand’s previous image-related challenges. Amica is moving away from being perceived “simply a decent option at a reasonable price” and is establishing itself as a close, trustworthy expert who makes everyday cooking and baking easier. Communication today is based on specific product benefits, advanced features and the durability of devices. As a result, the brand provides consumers not only with emotional reasons, but also with rational grounds for choosing Amica appliances that will last for years.