OGILVY PR WORLDWIDE AND DUPONT CORIAN
BRINGING STYLE TO THE SURFACE WITH DUPONT CORIAN
IN THE BEGINNING
IN 2007, OGILVY PR WORLDWIDE WAS TAPPED TO REPOSITION THE 40-YEAR DUPONT CORIAN AS A PREMIUM BRAND AMONG CONSUMERS, DESIGNERS AND ARCHITECTS. THE GOAL WAS TO DRIVE CONSUMERS
AND PROFESSIONALS TO CHOOSE CORIAN, THE SOLID SURFACE COUNTERTOP, FOR THEIR DESIGN NEEDS.
CELEBRATING A MILESTONE
TO REVITALIZE THE PERCEPTION OF AN HISTORIC BRAND AND ENHANCE CONSUMER DEMAND, OGILVY PR TOOK A THREE-PRONGED APPROACH TO PROMOTE DUPONT CORIAN'S 40TH ANNIVERSARY:
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SHOWCASED THE MOST SPECTACULAR RESIDENTIAL AND COMMERCIAL APPLICATIONS OF CORIAN BY RENOWNED ARCHITECTS AND DESIGNERS;
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INTEGRATED PR ACTIVITIES WITH THE EARNED MEDIA PLATFORM CREATED FOR THE BRAND; AND
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LEVERAGED THE LARGEST ANNUAL COLOR LAUNCH IN COMPANY HISTORY TO DISPLAY CORIAN'S VERSATILITY AND DESIGN FLEXIBILITY.
DESIGNING A SUCCESS
TO HELP REFASHION DUPONT CORIAN AS A MODERN BRAND WHILE CELEBRATING ITS 40TH ANNIVERSARY, OGILVY PR BROUGHT AN INTERNATIONAL EXHIBITION OF 40 OBJETS D'ART MADE ENTIRELY OF
CORIAN TO THE U.S. FOR THE INTERNATIONAL CONTEMPORARY FURNITURE FAIR IN MAY 2007. IN ADDITION, OGILVY PR PARTNERED WITH ARCHITECT JEAN NOUVEL TO CREATE A FUTURISTIC INSTALLATION
WITH CORIAN THAT WOULD DEMONSTRATE THE INTERESTING EFFECTS ACHIEVED WITH THE MATERIAL.
OGILVY PR ALSO LAUNCHED THE CORIAN "WHO INSPIRES YOU" CONTENT IN CONJUNCTION WITH KITCHENAID TO REWARD COMMUNITY LEADERS.
VISUAL BONANZA
THE ROI WAS OVERWHELMINGLY POSITIVE. MORE THAN 90% OF THE ARTICLES ABOUT CORIAN INCLUDED DUPONT'S KEY MESSAGING. ALSO, THE CAMPAIGN GARNERED B2B MEDIA PLACEMENTS IN 90% OF THE
TOP 15 BUILDING, REMODELING AND CONSTRUCTION TRADES, AS WELL AS GLOSSY CONSUMER MAGS.
IN HINDSIGHT
"WE LEARNED THAT WE HAVE TO BE NIMBLE ALL YEAR LONG, TAKING ADVANTAGE OF NATIONAL NEWS TRENDS AS THEY HAPPEN," SAYS DANIELLE MACKEY, VP OF OGILVY. "ALSO, [IN RETROSPECT] WE
WOULD HAVE SOUGHT NATIONAL MEDIA PARTNERS FOR OUR CONSUMER CONTEST, TO ENHANCE IT EVEN FURTHER."