Geberit North America, a manufacturer of relatively unknown concealed carriers for wall-hung toilets and other bathroom fixtures, needed an encompassing marketing ad strategy to reach deep into the designer, architect and contractor markets to highlight the benefits and uses of concealed carriers for homes and other projects.
Geberit sales and marketing professionals along with Interline Creative Group marketing staff developed an ad strategy around a theme of well known capital vices such as pride, lust, envy and greed. The objective was to attract the widest potential audience possible with a “sinfully beautiful” theme.
To do this not only were full page and parallels one-third ads used, assuring the most coverage in trade magazines, but progressive links in the ads showed the viewer the concealed carrier’s qualities such as easy-to-clean, water-saving, space-saving, strong and durable ending up with an offer for a free Geberit “Inspire” publication. Further information was provided with phone and video links.
Interline’s Creative Group reached the target audience, increasing product knowledge and benefits on selecting wall-hung toilets and providing ad reader measurement with a registration card. The strategy bolstered Geberit’s U.S. market profile and promoted the company as a world-wide player.