Event Loos required a creative campaign that would raise both awareness of the brand and its service. They promise to always provide customers with the correct toilet, no matter what size or type of event – however, the company wanted to target larger events as opposed to small, private functions. Event Loos came to K2L looking for a fun way to capture the imagination of these larger corporations. Initial campaign objectives included:
- Create a fun, exciting and original campaign that would showcase Event Loos
- Engage the target audience of larger venues and events companies
- Integrate a variety of marketing channels into the campaign, including email, direct mail, website
+ The Challenge
We needed a way to make toilets exciting – a way to showcase a slightly less glamorous service to large, glitzy venues. We also needed a way to make Event Loos stand out from the crowd; the portable facilities industry is surprisingly competitive. It was clear we needed a campaign that would position this relatively small, family-run business as a standout player within event services, blowing the rest out the water (closet).
+ Our Strategy
Our design team set about creating a campaign that was original, eye-catching and engaging. The initial creative came as a result of a good team brainstorm – we needed to convey that the Event Loos offering was so much more than just portaloos and chemical toilets. The ‘Best Seat in the House’ campaign featured a gleaming porcelain toilet in a stadium-style setting, plus a range of other scenarios to showcase the variety of events that Event Loos cater for. This was rolled out on host of direct mail and emailers, targeting larger venues and exhibition centres.
The campaign was a huge success – the images were engaging enough to receive high click-through rates and shares. Obviously we had intrigued the target audience and inspired them to find out more with an original, interesting campaign idea that livened up the B2B market. As a result, web traffic and leads increased for Event Loos, and the team were mightily impressed.