The Campaign

To see is to believe. People believe things that can be identified with their senses such as colors and patterns. Therefore, it is difficult for the dealers to convince consumers to choose Champion Tile, which has better quality but higher price, because it seems impossible for them to identify the quality through their senses. Therefore, Champion Tile makes quality identifiable by sense. To hear is to believe. We turn the good quality into a sound and beautiful music. Here comes the world first “Keramophones,” a brand-new instrument as a new product line of Champion Tile. Made with Champion tiles, Keramophones is created to make the quality be heard and became a common sense for everyone.

Creative Execution

Due to the exclusive highest-pressure pressing process of Champion Tile, the tiles with higher rigidity make crisper sound, making them perfect materials of the keys for Keramophones. According to the characteristics of each tile, the keys for Keramophones were cut and tune to exact pitch of a music scale. First 3 sets of Keramophones were made after 186 days and USD27,000, from initial research, experiments, fabrication, assemble, and to finish. Hand-crafted by the experienced xylophone maker, 3 sets of 4 full-octave, 49 keys Keramophones were made with different types of Champion’s tiles. The hand crafted Keramophones from Champion Tile are ready for the tile dealers and musicians to subscribe. It can be customized according to the need for different music scale and the surface pattern. The cost would be different according to the complexity of the scale of the instrument.

Indication of how successful the outcome was in the market

As a market leader in Taiwan, Champion Tile combines the cold, hard building materials with music that people love and enjoy. Keramophones from Champion Tile not only allow the dealers to easily demonstrate the quality of Champion’s tiles, also as music instruments, we enable buyers to be more interested in comparing the quality of the tiles and further strengthen the sense of identity of Champion’s good tiles. Keramophones made its debut in the TV commercial, arousing audience’s interest through “hearing the quality of the Champion Tiles” and further increasing the brand preference. The dealers hold percussion band performances of Keramophones at stores to attract more customers, which creates both visual and audio aesthetic for ceramic tiles and increase long-term brand preference.

Due to consumer’s low interest in Tiles. The main sales target are Interior designers and building material stores, hence a B2B model. Our strategy is using B to C advertising campaign to instigate consumer’s brand choice, then influence the sales from Champions Tiles to business (Interior designers and building material stores), hence B2C2B. Though all tiles looks the same, the quality of a tile can be heard. Keramophones concretize the core value of Champion quality, helping people sense its perfect quality intuitively and build up brand image. Keramophones created people’s interest who saw them played in Champion Tile commercial; This would help the dealers to demonstrate their products more dynamically and better interact with buyers at store. Furthermore, the keys of Keramophones can be replaced with tiles of different colors for sales need.