Place foot here. Stomp down hard.
Project: New market entry
Astrup (now Trivantage) is an international supplier of specialty fabrics and hardware used in the manufacture of awnings, structures, signs, casual furniture, tents, umbrellas, marine products (interior, tops and covers) for residential, commercial and architectural applications. They serve awning and marine fabricators, architects, sign manufacturers, digital printers and upholstery shops.
The client’s High Point Collection of Sunbrella® high performance fabrics add style and excitement to interiors, casual furnishings and marine upholstery applications. This product was their first step into the hospitality market.
“Great looking” and “durable” aren’t always synonymous with designer upholstery fabrics in the hospitality industry. We created a bold and irresistible direct marketing initiative called “Stomp”, which invited recipients to test this high fashion, high performance fabric for themselves. With a directive to “Place foot here, stomp down hard” on the cover, the recipient opened the mailer to find a packet of ketchup on one side and a fabric swatch on the other. With tongue-in-cheek, it dares anyone to smash ketchup on the designer fabric. Simple cleaning instructions were included for the disbelievers.
As designers actually performed the ketchup test they reached out to the client to share their story. A little risky, but the beginning of a perfect social campaign.
This piece was the startup of a campaign that helped the client exceed anticipated results and converted a substantial number of interior designers into customers.
National AAF ADDY, District AAF ADDY, Cleveland AAF ADDY