Alliance Laundry Systems – Product Campaign

In a market where most manufacturers’ product offerings are more or less the same, Speed Queen’s Quantum Gold technology represents a considerable step forward, offering laundromat owners the ability to remotely manage their business. To introduce this sophisticated technology to an industry with largely unchanging technology, we developed a creative execution that combined dramatic visuals with evocative copy to illustrate the emotional benefit of the technology – eliminating long, grueling hours spent at work. Audiences are directed to a microsite to learn more about how their day-to-day lives will benefit from the technology.

Components - Main Image: print ad. Thumbnails (L to R): print ad, microsite.

DISCOVER
Alliance Laundry Systems looked to increase sales leads for its Speed Queen brand of commercial laundry equipment. The “Quantum Gold” product line features an industry-leading control technology that enables Laundromat owners to manage their facility remotely — rather than having to be on-premise as required by all other competitor’s equipment. Target audience was Laundromat owners/operators throughout North America.

FORMULATE
The basis of the Quantum Gold campaign and the message conveyed by Laundromat owners to their industry peers (target audience) was the result of extensive field interviews among Speed Queen customers from all regions of the U.S. The “Laundry King” creative concept highlighted the liberating nature of Speed Queen’s innovative Quantum Gold technology.

EXECUTE
The campaign featured real Laundromat owners in relaxing settings, and copy highlighted the fact that the work they previously had to do on-premise can now be done anywhere in the world. The campaign appeared in both print and online advertisements in the commercial laundry media. Ads directed target audience to a microsite, www.quantumlaundry.com, which further described the competitive features and benefits of Speed Queen Quantum Gold technology — as well as enabled Laundromat owners/operators to locate and contact their local Quantum distributor.

MEASURE
Traffic to the Speed Queen Quantum Gold microsite, www.quantumlaundry.com, increased 200 percent as a result of the “Laundry King” campaign.