Surface protection goes deeper than you thought.
Scratchgard, the pioneer of the device surface protection industry, enjoyed a wide market share thanks to its strong trade network. But not for long. Competition, in the form of duplicates and copycats, were soon scratching at the door, and market share plateaued. To make a mark again, Scratchgard needed to excite the market, starting with their trade partners. But in this immensely low-involvement category, the regular wouldn’t work. Something bold, something disruptive was needed. Something to grab the attention of the customer.
CAMPAIGN : Made for Love
We’re all in love or want to be loved or have a lot of love to share. This is a universal truth, and has various expressions. The people at Scratchgard are immensely passionate about what they do. Why not begin the Made for Love campaign with them, get them excited, and gradually move out to the market? From posters in the Scratchgard office, to communication aimed only at traders, to a full-fledged brand campaign for the end user, the Made for Love campaign touched the hearts of everybody involved.
The campaign reached the brand partners with signature chocolate boxes. These boxes carried a personalised note, thanking them for their association with the brand and telling them of the sweet future that awaits them.
Teaser posters : Scratchgard office : Curiosity : Participation
Point of Sale : Posters : Show your love
Outdoor : Banners : Love for everyone
Stuff It Magazine : Love your gadgets
