VOIR LA VIE EN INDIGO – A communication strategy to the tone offbeat to present the ironic and bold tile Indigo
Novoceram, French manufacturer of ceramics since 1863, chose a line of communication that combines humor, modernity and internet to present the Indigo collection with www.indigoagogo.com website and initiative « Indigo Stop prejudice » on social networks.
Indigo tiles highlight the French savoir-faire and creativity with humor and love. So when it comes to establishing a communication strategy, Novoceram, French ceramic manufacturer since 1863, does not hesitate to take a different tone, to stick to the image of this bold collection that offers a spicy and contemporary version of the traditional azulejos.
To build a universe specific to the collection, Novoceram has launched a dedicated site https://www.indigoagogo.com on which, the tone is deliberately ironic and strewn with notes of humor. This communication strategy is also used in the texts, the illustrations but also in the answers given by e-mails or in the comments, as for example with the use of the fun videos.
Novoceram has launched the “Indigo, Stop to the prejudice” campaign, a series of five videos, to answer the prejudices and other ideas received on a tile as audacious as Indigo. These videos feature characters chosen from the 63 visuals of the collection. This campaign is broadcast on social networks where Indigo is generating enthusiasm with publications that generate a lot of engagement and interaction.
To discover « Voir la vie en Indigo » and to experience all the viral marketing of Novoceram, please visit our website or the Facebook page.
SYNTHETIC INFORMATION
NAME :Voir la vie en Indigo
TOOL :Web content, videos, website
CONCEPT : To Create an atypical and identifiable universe around the Indigo collection.
To Respond to common misconceptions about tiles as staggered as Indigo.
Invite visitors to visit our Origami booth
DATES :Feburary 2018
THE COMPANY
The story of Novoceram started in 1863 in Saint-Vallier-sur-Rhône. With its 4 million m² of annual production, 42 million Euros of sales, a production site surface of 120,000 m² and 170 employees, the company is one of the leading producers of ceramic tiles in France. Novoceram adopts a constant and coherent environmental policy that has enabled it to obtain ISO 14001 certification for its Environmental Management System and ISO 50001 certification for its Energy Management System. Novoceram has been part of the group Gruppo Concorde, one of the major producers of ceramic cladding in Europe, since 2000.
INFORMATION AND INTERVIEWS
Our press office, the whole Novoceram team and Management are at your disposal for any further information or for an interview about the booths, the products or the company. Do not hesitate to contact us at: pressoffice@novoceram.fr.
