August 30, 2016
Geberit has announced its AquaClean tour was a ‘resounding success’ after visiting five cities across the UK.
The branded Geberit AquaClean truck was kitted out with working models of the latest AquaClean shower toilets. Local people at each stop were encouraged to try out the technology for themselves and share their thoughts and facial expressions of their experience on social media using the hashtag #myfirsttime on social media.
With more than 340,000 views, the campaign video went viral as people shared numerous photos online.
Covering more than 800 miles, and taking in landmarks, including Edinburgh Castle, the Clifton Suspension Bridge and the Library of Birmingham, the tour started in Edinburgh on July 1 and ended in Leeds 30 days later.
As well as introducing hundreds of people to the latest shower toilet technology along the way, the tour also saw an integrated marketing campaign across print, radio advertising and social media.
Local radio advertising and mentions helped the campaign reach an audience of nine million and helped to raise money for five charities local to each of the tour’s stop-offs. Edinburgh Dog and Cat Home, Great Western Air Ambulance, Forever Manchester, Love Brum, and Children’s Heart Surgery Fund each received £1,000 as a result of locals encouraged to ‘spend a penny’ aboard the Geberit AquaClean truck.
The campaign’s dedicated landing page also saw 11,000 views during July, which accounted for a quarter of all Geberit website traffic for the whole month.
“This was quite some summer road trip for Geberit AquaClean,” said Raffaela De Vittorio, Geberit marketing director. “Consumer reaction was fantastic at all five stops on the tour, with lots of very positive feedback and, most importantly, a great deal of awareness raised among an audience who didn’t previously know about the many advantages that shower toilets offer in terms of hygiene, health and well-being, their ease of fitting and ease of use.”
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