CURIOUS MINDSET
A few years ago, we developed a successful repositioning for Plameco, one of the crown jewels of which was the TV commercial. It quickly became a real driver behind Plameco’s steady growth in the Netherlands and Germany. We made the commercial stand out with a somewhat alienating concept. What do you do when you have a stunningly beautiful ceiling? Look up, of course! We decided to take that to the extreme. In the first commercial, the protagonist was the only one looking up all day, at times when it was particularly illogical and inconvenient to do so. In the second commercial, the protagonist was the only one who did not look up all day because, by then, so many people had already opted for a Plameco ceiling.