LiquidThread
Brand: Delta Faucet
Executives involved in the campaign: Nick Yecke, VP Director
Katrina Frank, Director
Jordan Polonsky, ACDSarah Campbell, Digital Strategy Manager
Joya Fain, Interactive Producer
Ryan Perkins, Flash Developer
Elizabeth Wolfe, Art Director
John Cockrell, Sr. Copy Writer
Lead Agency:
LiquidThread
Supporting Agency:
Sierra Bravo
Spark
Leo Burnett
Campaign Brief: OBJECTIVE
In 2009, the Delta Touch20 ®, which turns on and off with just a touch,
launched its Make A Mess campaign and created an innovative and captivating
mobile app meant to showcase the unique features of the faucet. The application
let users make their own finger-paintings right on their smart phone, then
clean them up and start over using a virtual Touch20 ®. We wanted to emphasize
the importance of actually experiencing the product, rather than pushing a hard
sell.
Knowing that Delta trailed its better-known competitors, Kohler and Moen, in
awareness, we were challenged to find an innovative way to position their new
faucet, the Touch20®, as cutting-edge technology instead of fighting these
brands simply with a “faucet.”
STRATEGY
We introduced the Touch20® faucet to a specific target: forward thinking
consumers who not only geek out over high-tech products, but also see
technology as a catalyst for smart design and seek human benefits in
innovation. A mobile app for iPhones and Blackberry Storm smart phones was
created and aimed to increase brand recognition and website traffic as well as
promote and demonstrate (not simply tell about) the new faucet. Ultimately, we
worked to position the Delta Touch20® faucet as a leader in technology and
innovation and attract “forward thinking” consumers who need more than an ad
message to convince and captivate.
The Make A Mess smart phone app gave users the opportunity to create their own
finger-painting on the touch screen of their phones. The Touch20® faucet is
used to virtually “wash” a user's canvas, and users are invited to share their
masterpieces with the world by either emailing them through their phone or
uploading to a public gallery hosted on the Delta Faucet brand site. And, for
those without a smart phone, Delta's brand site featured the app, allowing
anyone to Make A Mess.
RESULTS
Our results were anything but messy. The Make A Mess campaign and smart phone application
more than exceeded the client’s expectations. In the first month of launch, the
Make A Mess application had over 163,641 downloads, averaging 6,000 downloads a
week, while users submitted over 9,242 “paintings” to the Make A Mess
gallery.
Link to Your Creative Materials: http://liquidthread.me/MOBIawards-Delta
