Altro
Worlds Together
With Altro’s safety floors you don’t have to compromise on design quality or ease-of-cleaning to have slip resistance. But when your market thinks these things are worlds apart, an idea like Worlds Together can make them stop and think again.
Summary
Altro manufactures safety flooring (slip resistant flooring) along with a range of other floor and wall coverings for both public and private sector buildings. Although appreciated as an essential product for reducing slips and trips, there were a variety of things that were thought to be worlds apart from safety floors e.g. ease of cleaning and aesthetics. Altro’s product innovation had overcome these problems. Altro’s strategic proposition became: You don’t have to compromise. The creative proposition: Worlds together.
Further Information
Research revealed that many building designers feel that safety flooring “is an ugly product”. A significant percentage of Facilities managers and cleaners also have a negative perception and feel “it’s a difficult product to clean”. These beliefs are, in fact, well founded; the first generation of safety floors were poor in both respects. However, new product innovations from Altro have resulted in a completely new look for safety flooring and great improvements regarding easy cleaning - with Altro you don’t have to compromise! The campaign certainly made an impact, with unprompted awareness of the Altro brand raising from 70% in June ‘06 to 77% by the end of ‘06.
Campaign Objectives
• Change the negative perceptions of safety flooring
• Use innovative/integrated communication channels
• Create cut through
• Build stronger relationships with a segmented audience
• Generate leads for the sales team
Target audience
• Interior Designers
• Architects
• Specifiers
• Facilities Managers
• Influencers e.g. school headmasters
Creative Concept
The creative extrapolation of the strategic proposition ‘you don’t have to compromise’ is: WORLDS TOGETHER. This stemmed from the observation that the audience held a belief that safety flooring was worlds apart from good design and ease of maintenance. IAS needed to demonstrate exactly the opposite. The visual expression of WORLDS TOGETHER is two worlds that people believe are incompatible, brought together to a beautiful effect.
Media Channels
Trade Press – Altro targeted the specification market through titles such as FX and AJ along with specific vertical titles including Hospital Development and Education Today.
Results
In addition to the increase in unprompted awareness, £900,000 worth of business was generated by the first use of the campaign when Altro’s Timbersafe flooring was launched.
Client Testimonial
“Worlds Together got our proposition across in a way that really raised the creative bar in our market. The positive feedback we got from our interior design and architect customers proved that in B2B today it’s who dares to engage wins.”
Joe Austin, Marketing Manager