A major marketing campaign promoting our fantastic new taps and mixers ranges is launching this week, with advertising across a range of online and offline platforms.
The Ideal Standard Brassware Collection – known internally as the “Super Six” – trade campaign will run until October in print and point of sale and on radio and web, with a national van roadshow too, using the Little Van of Big Ideas.
It has been designed to engage with installers on their level, with a no-nonsense straight-talking approach that doesn’t try to glorify taps but instead focuses on the merits of our high performance, long-lasting and easy-to-install range.
The “Super Six” is made up of two existing ranges – Tempo and Tesi – and new taps Calista, Ceraflex, Ceraline and Concept Air.
It features high and low pressure models and is aimed at the residential new build and RMI markets, with the promotional campaign focusing purely on the latter.
The brassware launch and promotional campaign are an important part of the UK business’ priority aim of increasing penetration in the domestic RMI market.
The campaign has many elements including advertising in a number of trade publications (examples at top), point of sale items for trade counters and a campaign website at www.justbettertaps.co.uk
It also features a major national radio campaign on TalkSport which has been voiced by Peep Show actor and panel show regular David Mitchell.
Senior Channel Marketing Manager Olivia Maycock said: “We know from talking to installers and trade counter staff that they don’t want us to try to make taps into something they’re not, which is why we’ve been bold with the language in the advertising campaign.
“At the end of the day, a tap is a tap but Ideal Standard taps are better in terms of quality, design and ease of installation, and that’s what the campaign aims to get across.
“The creative is dry and tongue in cheek, and we think that will work well with the target audience. We’ve had some great feedback from the trade press already.”
Following on from a successful three-month tour of regional housebuilders, the Little Van of Big Ideas will be touring trade counters as part of the brassware campaign, from July to October.
As well as a range of new products which have been introduced this year, including Studio Echo, Idealrain Evo and Evo Jet, and the brassware range, it will include the Big Turn On (and Off!) roadshow.
This fun game enables installers to go head to head against the clock to see who can turn one of our taps on and off the most times in 15 seconds.
The winner gets a place on the leaderboard and the chance to win our top prize and the loser gets a bit of a soaking.
The top prize for the highest score overall is the trip of a lifetime, with a choice of holiday destinations including New York, Iceland and Barcelona.
*THE BIG TURN ON WILL BE COMING TO HULL AND ARMITAGE THIS SUMMER, GIVING IDEAL STANDARD COLLEAGUES A CHANCE TO HAVE A GO AND WIN UP TO £100 WORTH OF AMAZON VOUCHERS. IT WILL BE IN ARMITAGE FROM 11.30AM TO 1PM ON WEDNESDAY JULY 25 AND IN HULL FROM 11AM TO 1PM ON TUESDAY AUGUST 14.