Kerris Group sp. z o.o., - Marketing Campaign of the Year - Home Furnishings & Appliances
Company: Kerris Group sp. z o.o., Warsaw, Poland
Company Description: KERRIS is one of the fastest growing interactive agencies on Polish market with main focus on digital technologies. The agency has been nominated and awarded in many contests: Dubai Lynx, Golden Arrow, Awwards, or Young Creatives and ranked highly in rankings such as Deloitte Fast 50 CE or Interaktywnie.com
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Home Furnishings & Appliances
Nomination Title: SWISS KRONO AQUA ZERO - New Product Marketing Campaign (2020)
Specify the date on which this campaign or program was launched: 01.04. - 31.12.2020
SWISS KRONO is one of the world’s leading manufacturers of wood-based materials. In 2020 SWISS KRONO has developed a new product, waterproof flooring panels - Aqua Zero (waterproof up till 24 hours). As an agency we were asked to launch the product on a very competitive, and price sensitive, polish market.
Reasons:
Presentation of competitive advantages of the waterproof flooring panels while arguing the high price.
Challenges:
-Polish customers were not aware of waterproof flooring technology and its advantages.
-Presentation of the premium product in an approachable/ moderat way (price sensitivity)
-Frequent offline stores closures due to covid 19 (need to redirect traffic to online channels)
-COVID-19 rapidly reshaping consumer behavior (customers spending more time at home)
-Strong competition 4 out of 5 biggest competitors introducing waterproof flooring panels in the same year.
The planning:
*Segmentation:
People who are buying new home (30-39)
People who are renovating their home (40-50)
Due to frequent offline stores closures (covid19) we decided to create an online tool ( https://www.swisskrono.pl/en/flooring) and redirect all ad traffic towards it.
*Real estate in Poland is most often bought by people aged 30-39. 70% of people buy flats for their own use (Gold Finance report).
The creative:
In order to present a premium product in an moderat way, and demonstrate competitive advantages of the waterproof flooring, The Spokojniccy (Peaceful) Family was born.
Key message: buying waterproof flooring equals buying a peaceful life.
We presented everyday situations that may be stressful, such as wet dog coming back from a walk or a baby spilling soup. With AquaZero flooring all of the aforementioned situations weren’t a big deal (https://www.youtube.com/watch?v=XFJLUqUokFA).
Media:
TG: women and men 25 - 54 (extended group based on the GA database).
Considering that most shopping decisions in Polish homes are made by women (Mindshare study "Purchasing decision-making in Poland" 2019), we recommended targeting ads 65% to women and 35% to men.
Media mix:
Digital (Display, txt, social, VOD),
TV (biggest polish morning show “DZIEN DOBRY TVN” and Home and Garden programs HGTV)
Spotify
Scheduling:
Majority of the media budget spend in October - November (high season)*
*March - May is the highest season but due to Covid19 the risk of running campaign at the first wave of the covid was too big.
Media:
Digital (Display, txt, social, VOD) -
Video ad (30sec) - our main spot https://drive.google.com/file/d/1oMhCaLxKu71IaaKhrVs4oRBw_etm-138/view?usp=sharing;presenting The Spokojniccy Family - Biggest Polish VOD platforms
Display - creations presenting everyday situations (attached to the entry form) - Google Ads, Facebook Ads
TXT - google search
TV (biggest polish morning show “DZIEN DOBRY TVN” and Home and Garden programs HGTV) - sponsorship of the morning show and topic related programs (like “My new house” etc.)
Spotify - creation and purchase of ads that were presenting house party organised by The Spokojniccy (Peaceful) family.
Biggest polish marketplace ALLEGRO - additional display campaign.
Customer lottery:
We supported our campaign with sales boosting customer lottery.
Results:
SWISS KRONO campaign was leading through all channels.
Source: Gemius AdReal; 01.04. - 31.12.2020
TV
50% SOV (share of voice)
8 827 260 real user
DIGITAL
47,7% SOV (share of voice)
12 168 142 real users
TOTAL
79,35% REACH among TG
As a result, 2020 was for SWISS KRONO a record year in terms of sales of premium flooring panels with AquaZero being the first choice (unfortunately due to NDA we are not allowed to share more information). Thanks to great results SWISS KRONO decided to continue our cooperation and entrusted us with the budget for the next advertising campaign.
Digital spot (30 seconds) - see https://drive.google.com/file/d/1oMhCaLxKu71IaaKhrVs4oRBw_etm-138/view?usp=sharing;
Our digital solution - seehttps://www.swisskrono.pl/en/flooring
Results report -see SWISS KRONO - results report
Creatives - see other attachemnts (png and pdf)