Armstrong : Rhinofloor Made in the UK campaign
To celebrate the twenty fifth anniversary of Rhinofloor being made in the UK, ico are taking us on a summer holiday with a campaign themed around the Great British summer. The seasonal promotion is designed to highlight Rhinofloor's UK heritage.
Based around a prize draw to win a UK getaway, ico dreamed up the quirky concept of upholstering deck chairs with vinyl flooring and taking them on a trip to our most quintessential holiday locations. The vinyl-clad deck chairs sporting the slogan ‘Win a free UK holiday’ were photographed in typically British holiday environments. The chairs find themselves on the beach, on a pier, next to brightly coloured beach huts and out in the countryside. The campaign images have a distinctly vintage styling to help kindle the nostalgia of holidays past.
Customers participate in the competition by completing and posting their details on campaign postcards. In store, real deck chairs act as point-of-sale, where a child’s seaside bucket becomes a novel dispenser for the cards. The winner receives a week-long holiday for their family at UK holiday destination Center Parcs. The campaign extends onto in-store posters and an animated module on the Rhinofloor website.
To continue the campaign, branded towels containing a press release were distributed to journalists.
TAGS: advertising | promotional items