Your brand positioning is good. Your brand design is top-drawer. You have a solid brand story. But how do you reach the people who are interested in your product? For tile specialist Tyles we developed a campaign to improve brand recognition and strengthen its image with a style all of its own.
Tyles is a Belgian family business specialised in ceramic tiles, which it sells at its showrooms in Zellik and Bruges and through a nationwide network of Tyles Experts. To improve brand recognition and entice people into stores, we added some personality to the brand story in our own creative, cross-media style.
Tyles is known for its extensive range of high-quality tiles, which are available in various looks. The new concept visuals bring this to life. We selected five people aged between 30 and 65 and paired them up with a specific tile. The photo collages show that Tyles has a look to suit every individual style. The powerful campaign slogan - the brand promise - backed that up: ‘Tyles. My style, my tile’.
"In the new concept visuals and tagline, we matched various personalities to various tiles. That enabled the Tyles campaign to appeal to a broad target group."
With their unique collection of ceramic tiles in their showroom, the Tyles Experts stand for reliability, quality and the best advice. In short, the expert in your area.
We also used this brand promise on the revamped website, which we transformed into an inviting online platform to inspire visitors and encourage them to visit the showrooms and Tyles Experts for advice. A separate section was added for industry professionals and the 28 Tyles Experts or tile dealers are now easy to find. They all have their own page, which generates extra traffic. The website has also been developed in a way that allows Tyles to very easily make any changes or additions it wants.
We also created a range of tools in line with the ‘My style, my tile’ concept to entice visitors to the website – and the showrooms and Tyles Experts. From online marketing to offline advertising and radio spots. We put together a cross-media campaign to spread the activating message in a consistent and stylish way in every channel.
We also raised the tile maker’s profile over the airways, with a bilingual radio spot, which was broadcast in three versions on Studio Brussel and Classic 21. We also made the accompanying ‘My style, my tile’ sound logo from scratch. The radio spot certainly did its job, creating awareness and inspiring the target audience to act.
Print adverts certainly have a place in a good cross-media mix. We bought space in the regional and national press, including De Zondag and various weekend magazines. And we also produced the second Tyles inspiration magazine, giving existing and potential customers food for thought in their dreams of the ideal interior.
We also created a host of POS materials to promote the Tyles Experts network. Each member of the network received the Tyles inspiration magazine, a showroom display, a roller banner, beach flags, window stickers, van/car stickers, a counter certificate and more.
Online marketing is a key component in any marketing mix. Through Google Ads we ensured that Tyles is easy to find. Display ads and banners are increasingly grabbing people’s attention online.
We will continue to send targeted content to professional customers and consumers. Watch this space.