SOUNDS OF EXTRAORDINARY

TitleSOUNDS OF EXTRAORDINARY
BrandCHAMPION TILE
Product / ServiceCHAMPION TILE
CategoryA08. Music Live Experience
EntrantINSPIRE ADVERTISING Taipei City, CHINESE TAIPEI
Idea Creation INSPIRE ADVERTISING Taipei City, CHINESE TAIPEI
Production POINTING FILMS Taipei City, CHINESE TAIPEI

Credits

Name Company Position
Peggy Hsieh Inspire Advertising Executive Creative Director
Ivo Lee Inspire Advertising Senior Creative Director
Chris Wu Inspire Advertising Senior Art Director
Frankie Chen Inspire Advertising Senior Copy Writer
Edward Tai Inspire Advertising General Manager
Daphne Yu Inspire Advertising Deputy General Manager
Darren Shiung Inspire Advertising Group Account Director
Tony Chang Inspire Advertising Account Director
Iris Chang Inspire Advertising Senior Account Executive
Rita Shen Inspire Advertising Account Executive
Pony Chuang Pointing Films Director
Keyon Lee Pointing Films Production House Producer
Sam Hu Pointing Films Cinematographer

The Campaign

“The World’s First Champion Tile Percussion Band” To make consumer to hear the quality of the Champion tiles, we created a set of percussion instruments with Champion Tiles. Piece by piece, the Champion tiles made up the bars of the Keramophones were hand-crafted to tune to the exact pitch needed by the professional xylophone craftsman. At the same time, the music producer rearranged a music to make the best representation of these crisp and clear sound for the characteristics of these Keramophones. Through the performance of the music by professional percussionists, the Champion quality was realized in the commercial. We successfully use the music, which can be heard, to demonstrate quality, which cannot be seen. And make the ceramic tiles, which might appear the same by the looks, can be distinguished between Champion tiles and others with extraordinary sounds. Hence further increase and strengthen the brand value.

Creative Execution

It took 186 days to develop first 3 sets of Keramophones from initial research, experiments, fabrication, assemble, and to finish, and for the music producer to compose the best representation of these crisp and clear sound for the characteristics of these Keramophones. The professional percussionists practiced for months for the final performance on the shooting day. Keramophones with its keys entirely made with Champion Tiles and its crisp sound. This TV commercial arouse the consumer’s interests through “hearing the quality of the Champion Tiles” and further increase the brand preference. Through touring the dealer’s stores, the music performance attracts more customers and further increases brand preference. The keys of the Keramophone can be replaced with different types of tiles for different promotions. This would help the dealers to demonstrate their products more dynamically and better interact with customers.

Broad response since the commercial went on air. Several discussions were popped up at the online forum in which the ordinary consumer began to discuss the ways to hear the quality of tiles and some new posts by building contractors or interior designers started to appeared at the professional blogs. The Champion Tiles distributor and dealers also has miniature Keramophones, or sales kits of the same principle, for their customers to experience the good quality sound of Champion Tiles with their own ears. There are also people stop by the tile store for trying to play Keramophones.

“Champion’s quality is as perfect as music” The invisible Champion’s quality, which is difficult to see by eyes, now is able to be heard by ears. This is the first time, tiles are turn into a piece of music instrument, Keramophones, and a piece of music is first made for such unique instrument. We even bring on the World’s First Champion Tile Percussion Band to perform this wonderful piece of music and to concretize the idea “the fine quality of Champion’s tiles is as perfect as music. ”

Due to consumer’s low with interest in Tiles. The main sales target usually are Interior designers and building material stores, hence B2B. However, our strategy is using B2C advertising campaign to instigate consumers’ brand choice, then influence the sales from Champions Tiles to business (Interior designers and building material stores), hence B2C2B. Tiles exist in everyone’s daily life but earning no attention from people. People would only be given very few chances to select tile for homes throughout their entire lifetime. Once it was decided the lifespan of tiles is counted in decades, if not years. Therefore, the looks and cost, and the trust toward the brand is essential. So, we created an unprecedented experiment, to make consumer to see and to hear the real thing from the video, to accept the message we were trying to deliver, and further strengthen the trust and the leading position of the brand.

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