ORIGAMI, THE CRANES INVASION – A marketing operation linking storytelling and street marketing
Novoceram, French manufacturer of ceramic tile since 1863, presents its “Origami, Cranes Invasion” campaign to illustrate the theme of Cersaie 2017, the International Exhibition of Ceramics for Architecture and Furnishings for Bathrooms of Bologna.
On the Cersaie, Novoceram, French ceramic manufacturer since 1863, has been invaded by the heady scents of Orient and chose the aesthetics of Origami to present its new collections. To illustrate this theme, Novoceram chose the paper crane, one of the most emblematic origami, as the main protagonist of its two-step communication campaign: storytelling content and a street marketing operation.
In the backstage of the booth set-up, the marketing team staged animated gifs mixing comedy and storytelling, to tell the story of a cloud of mischievous paper cranes, coming from Japan and bound for Bologna in search of the ideal nest. A way for Novoceram to unveil on social networks the theme of the Origami stand, designed by Francesco Catalano.
This operation is accompanied by a street marketing action. During the five days of the show, no less than 1250 multicolored paper cranes were placed everywhere on the show, as much on the main roads as in more unexpected places: in escalators, elevators, info points, the point press, restaurants and even in the toilets of the fair …… guiding the visitors who find them to their nest: the Origami stand of Novoceram.
The history of Novoceram starts in 1863, in Saint-Vallier-sur-Rhône. With its 4 million m2 of annual production, 40 million euro turnover, 90,000 m2 of tile surface covered and 170 employees, today the company is one of the leading manufactures in the French ceramic industry. Novoceram adopts a constant and coherent environmental policy that has enabled it to obtain ISO 14001 certification for its Environmental Management System and ISO 15001 certification for its Energy Management System. Novoceram has been part of the Concorde Group, one of the major producers of ceramic cladding in Europe, since 2000.
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