Project of the Year 2013 Winner: Turning taboo into a trend

iprnCase studies, Consumer (C), Exceptional Projects 2013, Finalist, Winner B2C, Winner Overall0 Comments

 PROJECT: TURNING TABOO INTO A TREND: THE AQUACLEAN CAMPAIGN
AGENCY: KRAGELUND KOMMUNIKATION
CLIENT: GEBERIT AQUACLEAN

Project of the Year Winner, 2013

Background

Swiss manufacturere Geberit AquaClean chose Denmark to pioneer its entry into Scandinavia. The task was to mount a campaign to introduce the AquaClean toilet into Denmark.

Objectives

• For all Danes to recognise the AquaClean product within five years

• For 30-40% of Danes to have the product installed within 30 years

• Create as much buzz as possible without the use of  Social Media

Challenges

• Shower toilets and bidets are considered oddities and taboos in Scandinvia

• Very low public knowledge of shower toilets – less than 5% have a bidet and no one has a shower toilet

• High Price – Euro 4,500

• Considered to be a plumbing rather than lifestyle product

Timing

September 2012 through 2013

Strategy

• Target audience: 35+, middle to higher income; house owner interested in design and health/wellness

• Combine facts and feeling:

– use study of Danish and international toilet habits

– water is the best source of cleanliness and well being

• Journalists must try the product themselves in exclusive surroundings

Programme

• Press Tour to Paris, France

– Journalist from newspapers and exclusive design magazines invited to try for themselves

Story angles developed

“The toilet is our armchair” – light hearted story

“We feel unclean despite strong personal hygiene” – serious story

“Large Swiss corporation aims for Denmark” – corporate story

“What matters more in Denmark than in Norway” – cultural story

“High tech toilets with fancy features” – hi-tech story

“Toilet time identified” – hygiene story

Partnerships established with fashion designer Ilse Jacobsen; the exclusive Hotel D’Angleterre in Copenhagen installed shower toilets in all rooms and five of the most relevant and influential bloggers.

Results

• 14 journalists attended the trip to Paris, this exceeded expectations

• Media coverage from September 2012 to January 2013 reached

7, 020,000 potential readers (excluding the blog readers). The population of Denmark is 5,600,000.

 

 

 

Leave a Reply

Your email address will not be published. Required fields are marked *