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Forbo Flooring

dinsdag 28 maart 2017

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Objective

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Despite the fact that linoleum has been on the market for 150 years and Forbo has produced Marmoleum for 110 years, the unique properties of the latter are relatively unknown. Marmoleum is even regarded as rather old-fashioned. With the introduction of a new product line called Marmoleum Modular, Forbo aims to put Marmoleum firmly on the map.

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Strategy

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“This is Marmoleum Modular” was a fold-out in a rather striking format. In collapsed state it was approximately 24cm wide and 20.2cm high, but it unfolded to a total length of 1.41 metres! It was inserted in the magazine DeLUXE with NRC Weekend (300,000 subscribers, 800,000 readers). The Marmoleum Modular fold-out was also printed for distribution through Forbo’s own channels.

And further…
A number of advertisements were run in a LUX printed section and online banners on nrc.nl. The objective of these advertisements was to generate traffic to Forbo’s campaign website. A number of strip advertisements were also run, with calls-to-action in NRC Handelsblad and nrc.next.

Approach

[divider line_type=”Small Line” line_thickness=”3″ divider_color=”accent-color” animate=”yes”]The Marmoleum Modular fold-out carried a series of short articles about trends in the areas of design, architecture, sustainability and the USPs of Marmoleum. There was also a contemporarily designed infographic explaining how Marmoleum is produced.

Call-to-action: a design competition in which you could design your own Marmoleum Modular floor. The winning design was to be included in the collection and the winner would receive 100m² of Marmoleum, laid free of charge. Floor designs could be created and submitted on a special landing page on the Forbo website.[image_with_animation image_url=”19401″ alignment=”” animation=”Fade In” box_shadow=”none” max_width=”100%”][nectar_btn size=”small” button_style=”regular” button_color_2=”Accent-Color” icon_family=”none” url=”https://www.nrcmedia.nl/en/cases/” text=”CHECK OUT MORE CASE STUDIES”]