PowerSteam

Situation

PowerSteam is a Canadian sanitation industry pioneer that is currently expanding in the United States, Canada, and Vietnam. The company is the first in Vietnam to possess bactericidal cleaning technology with saturated hot steam and a mobile car cleaning process.

As a high-tech car washing startup aiming to serve the affluent, Powersteam required an effective strategy to attract its target demographic.

Solution

Powerstem’s goal is to alter the public’s perception of car washes. In actuality, the public is unaware of the issues associated with standard bike and car washes. People typically wash their vehicles at home because it is less expensive and more convenient than taking them to a garage. However, this cleaning method is not only expensive but also unsustainable. PowerSteam is innovative in this regard and has a mission to promote sustainability. The difference between the old and PowerSteam methods is the amount of water lost after washing, which is also worthy of investigation, as washing at home would require more than 100 litres of water compared to 1 litre at PowerSteam.

People can experience the saturated steam technology, bacteria elimination, and engine bay cleaning with only 1 litre of water per car at PowerSteam, which is very close to the quality of a professional car detailing service. Wisdom Agency proposed a PR and activation strategy centred on highlighting the PSI values, the brand’s core USPs, as well as encouraging service trials through direct marketing and promotional activities.

In addition, the PR stunt included a certificate from the Pasteur Institute confirming the method’s ability to eliminate 99.9% of bacteria with saturated steam technology, as well as a comparison of the water consumption of two different methods.

In addition, Wisdom Agency advised PowerSteam to engage in trade marketing with a number of large bike and car parks for coupons and awareness campaigns. If a car or bicycle is parked, the owner will receive a PowerSteam flyer and a discount code. There is nothing more satisfying than creating a need for cleaning in a parking lot full of vehicles.

In addition, PowerSteam identified a group of busy professionals who want their vehicles cleaned but lack the time to do so. By offering a door-to-door car wash service, they were able to address the needs of these market segments. Users can make reservations for door-to-door services while at work. People will transport consumers’ automobiles to PowerSteam, where they will be washed using technology that eliminates 99.9% of bacteria, and then driven back.

Scope of work

Media planning

Social content

PR booking

Website audit 

Result

Brand awareness: +100,000 reach

Trial: +200 trials (cars and bikes)

With all the efforts mentioned above, Wisdom Agency secured PowerSteam a higher level of brand awareness as well as triggered the service trials. The more people try PowerSteam, the bigger PowerSteam can grow. These successes will not just stop there, but continuously grow bigger and bigger.

 

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