Famous mainly for plasterboard – the brand wanted to prove to the area’s architects that there were many amazing reasons to stop by the showroom and see them.
That’s where we came in: to boost brand awareness, establish a presence locally and position the new showroom as ‘the home of architects’.
Architects are social people. And we knew exactly how to engage with social people. By starting with a Bavarian-themed launch party (Bavaria being the original home of Knauf) – complete with a beer hall, German-inspired food, branded steins and a live oom-pah band.
Then, we added a series of exciting educational events during Clerkenwell Design Week and finished it all off with a grand opening of the showroom. All supported by some incredible content.
The campaign saw the architects piling in; we barely had enough room for everyone in the showroom at the launch. As well as capturing the attention of thousands of visitors, we boosted brand engagement on social, repurposing content so it could be used in the interactive showroom and across online channels.