Bringing Imagination to life
MEDITE has been a leading brand within the wood panel industry. However, with more competitors entering the market, they wanted to reinforce and strengthen their brand by presenting MEDITE positively and creating excitement amongst key target groups. Their primary message needed to be: MEDITE is a premium and innovative MDF. An imaginative and impactful ad campaign was needed. KPI targets were set – refer to results for details.
Expanding reach beyond traditional channels
MEDITE has a diverse target audience – from fit out contractors to furniture manufacturers – with hard-to-reach decision makers working on site or in workshops and factories. Traditional marketing channels wouldn’t reach them so it was agreed to create a highly creative execution for use on radio, TV and out of home media outlets (Sky Sports, Talk Sport and Fix Radio), including billboards. The campaign needed to provide MEDITE with a platform for conveying different messages.
Bringing the message to life through animation
MEDITE has a diverse target audience – from fit out contractors to furniture manufacturers – with hard-to-reach decision makers working on site or in workshops and factories. Traditional marketing channels wouldn’t reach them so it was agreed to create a highly creFabrick developed the idea of imagining how you could use MEDITE to help inspire people to think about how they could use the material on their next project. This saw the creation of an animated head that was textured in MEDITE MDF. A story board was then created that saw a number of everyday items fly from the head and create a halo. A VoiceOver poem provided the narrative. Careful attention was paid to messaging and tone to ensure the right balance of inspiring, thought-provoking and market leading messaging was achieved.
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After one week, the campaign achieved 43% of the target sign ups and exceeded the number of site users
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Social media engagement reached 36,167 click throughs to the microsite between January-August – target was 30,000
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We exceeded the website visits target (1,250 unique visits to landing page) as we achieved 11,692 visits between January-August 2021
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Received 544 enquiries – target was 500.
Other work
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