Geberit has long been known for its strong B2B position focused on behind-the-wall sanitary product installations, such as cisterns and pipe fittings. With the acquisition of Sanitec and a range of other brands in 2015, the company’s focus shifted to include toilets, sinks, and bathroom furniture from, among others, Ifö. This shift led to the development of a new eye-catching B2C position for Geberit – with the concept of ‘DESIGN MEETS FUNCTION’ – targeted towards homeowners, architects, and interior designers.
However, a comprehensive brand analysis across the Nordic markets showed that the local brands Ifö, IDO, and Porsgrund already had brand presence and value perception among consumers. By maintaining these three brands as separate entities when executing Geberit’s B2C entry into Europe, the company would be in a stronger position. It was evident that consumers sought both local and international bathroom brands, and this insight led to the task of developing two distinct brand positions that complement each other.
The concept for the promotion of the Samsung PSSD T7 Touch consisted of an exclusive letter sent to 150 selected decision makers in major Swiss companies. The story and mechanics of the direct mail were developed on the basis of identified target group insights and tested in advance for their effectiveness. The tagline ‘Better safe… than sorry’ directly addressed the core requirement of the recipients: ongoing maintenance of IT security in their operations and protection against the possibility of stolen data through malware or other external system attacks.
Pekka Blanc, Marketing Manager, Samsung Switzerland
The campaign, which was sent out during a time when many worked from home due to Covid-19, generated around 26 valuable customer meetings, which corresponds to a response rate of nearly 20 percent. This showcased that a physical letter is still an efficient channel in an integrated marketing plan where offline and online tools are combined.