LOOKING UP AND GROWING
PLAMECO radio and TV campaign
Disciplines
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.
MAGICAL DISCOVERY
After two commercials with the same conceptual starting point, it was time for a change. But not really, as we still had people in the TV commercial looking up. Only this time, we took the viewer to where you can best see the Plameco effect: the ceiling itself. It was a bold move because then, of course, the viewer can’t see the ceiling anymore. This time, we linked the message to the concrete benefits of the product, such as lighting, sound dampening, heating, and of course design. Each tag-on emphasized one of these benefits again, finally offering a glimpse of the ceiling. To further boost brand awareness, we supported the campaign with radio.
BREAKTHROUGH
Continuity may not be a ‘breakthrough’, but it is an indispensable factor for premium brands. With this third commercial in a row, we maintain Plameco’s name recognition, brand impact, and growth. The results are as solid as Plameco, and we aim to keep it that way for a long time.
LET’S MEET.
Just chatting about your issue or curious what we can do for your business? Leave your details and we will call you back within one business day for a no-obligation introduction.