BLANCO wins Silver at the 2014 Communicator Awards for its new ONE kitchen sink collection online video – recognizing the “big idea” and marketing concept behind the innovative series.
“As a company, BLANCO wins more than its share of product design awards, but in this case it’s not just the design of the product, but the marketing behind it that is also innovative,” states Tim Maicher, Director of Marketing for BLANCO. “The inspiration behind ONE is personalization. To match your sink to an accessory combination to make it the ‘ONE’ sink for you. To keep it simple and draw consumers and designers into the concept, we created personas for each sink and accessory kit. The marketing materials identified common lifestyles such as Foodies, Families and Metros to go with each sink and accessory kit combination. Consumers and designers both began to identify themselves with the personas. If you’re a Foodie, then this sink is the ONE for you.”
“We held events and twitter chats where designers discussed which personas they were and these were shared through social media and later a digital magazine, video and blog posts. The award winning videos for the individual personas have some of our highest retention rates on YouTube,” continues Maicher.
The Communicator Awards is the premier international awards program for acknowledging big ideas in marketing and communications. Since its inception, two decades ago, The Communicator Awards receives over 6,000 entries from companies and agencies of all sizes, making it one of the largest awards of its kind in the world. To be named a winner at this prestigious ceremony provides the company and their clients the recognition they deserve, and validation that their work is highly regarded by their peers within the industry.
BLANCO’s agency of record is Frank Advertising who has won numerous awards for its creative and strategic work on behalf of BLANCO.