At the heart of Whirpool’s GRAMMYs activation sits its ‘Care Is Musical Contest’ – a web-focused consumer singing competition that offers the winner a unique chance to perform in the brand’s GRAMMYs telecast commercial.
Based on consumer-sung versions of ‘You are My Sunshine’, the competition was promoted with a social media campaign that launched in early January and was led by an online spot seeded across YouTube
Entrants were invited to record themselves singing, humming or playing the track and to dedicate it to someone whose acts of care have played a vital role in their life.
To enter the competition consumers simply had to upload the video to Whirlpool.com/everydaycare by 25 January.
All the consumer entries had a high standard to try and match up to, as the 2014 Whirlpool Tv commercial featured Johnny Cash singing the tune.
DigitasLBi created a Grammy specific site for contest entries and the agency is utilizing digital media (display and search), social media, and the brand Web site to support the initiative.
A major strand of the activation saw Grammy-nominated performer Hunter Hayes act as the campaign’s ambassador promoting the contest in media appearances and via social media channels.
The competition attracted entries from all types of musical groups and performers – from Cory & Lydia’s father/daughter act,
and the mother/daughter entry from Caroline and Avery,
to Brandin’s angelic voice,
and Karley’s song which she dedicated to her mum,
The contest winner, Alex Bell, dedicated her version of the song to her grandmother who was diagnosed with dementia back in 2010.
19-year-old bell appeared in the brand’s 8 February GRAMMYs commercial airing nationally on CBS during its awards telecast.
She was filmed during the Grammy’s at her home and the footage was then fed to CBS.
DigitasLBi also ran a Grammy’s BrandLive room, a real-time marketing war room, bringing together an integrated team of key marketers across the Whirlpool and DigitasLBi teams to view and activate around the Grammy’s.
‘Music plays a vital role in the care we give and receive, day in and day out,’ explained Whirlpool senior brand manager Jon Hall.
‘Care and music both require commitment and sacrifice, both have the power to transform, and ultimately enable great things, which is what the ‘Every day, Care’ campaign is all about.”
‘We believe Hunter aligns well with our brand campaign ‘Every day, Care’ and our Care is Musical contest,’ adds Andrea Kroll, vice president/group account director from DigitasLBi Chicago.
‘The sacrifices Hunter’s parents made cooking, cleaning and providing him everyday care contributed to where he is today. The value of that care is significant and closely aligns with the Whirlpool brand.’
Not only is the Hayes ambassador deal the first time the brand has aligned with a well-known celebrity, but this is the first time Whirlpool has run a TV spot during a live event as big as the Grammy’s.
Sensibly the activation dovetails neatly with Whirlpool’s ongoing umbrella ‘Everyday Care’ campaign which revolves around small, often unnoticed everyday acts of family care and kindness.
This campaign launched last year, in tandem with agency DigitasLBi, and it aims to showcase and champion how even the most seemingly insignificant chores play a huge role in shaping society and future generations.
Whirlpool Everyday Care Website