The production of any product is a rather laborious and lengthy process, in which specialists of different levels participate. Moreover, at various stages of production, a huge number of professionals are involved in the process, from designers, craftsmen to ordinary assemblers, conveyor workers. However, production is not the whole path that plumbing, for example, goes through. In order for it to reach the end consumer, you need high-quality and memorable advertising. And here the baton is taken by creators, PR managers and other managers. It is from their submission that a bright and unusual plumbing advertisement appears. We will tell about it further.
What is the complexity of PR plumbing?
Plumbing - the product is very specific and not quite ordinary. The difficulty is that these are quite ordinary things that we encounter every day at home. And if a beautiful can of a drink causes certain associations, then photographs, for example, of a toilet bowl, are interpreted only in one long-known channel.
Therefore, advertising plumbing simply obliges to approach it creatively. At the same time, various tools are used that can realize the main task of marketing - to attract the attention of a potential client. For this, loud and unusual slogans, names, pictures are used. This is where no one ever limits the fantasy flight of PR specialists.
The game of emotions: bright transformations and ideas
While searching for creative ideas for advertising plumbing, PR companies come up with different plots and options. Moreover, very often they simply play on human emotions, causing joy, anger, fear and even slight excitement. For example, to open a huge plumbing store, the Kazakhstani advertising agency Good came up with nonexistent people. In their photo there were not only men, but also women showing various gestures.
Moreover, such an advertisement for plumbing at the same time pleased, surprised and aroused concern. According to eyewitnesses, it becomes a little creepy when you look at you from the posters and billboards in the city toilet tanks, gas boilers, bathtubs and other parts of the equipment for bathrooms with human heads. Other eyewitnesses liked this advertisement. She was surprised and somewhat puzzled. And thanks to the bright background color, it was visible from afar.
A simple and concise sign, or the inscription changes everything
Plumbing store advertising can be very simple. Imagine a picture: a toilet is depicted on a billboard. Next to it is a roll of toilet paper. It would seem an ordinary and unremarkable photo. But no, PR managers will touch the user with the original text or inscription, which will be placed next to the photo. For example, this is exactly what happened during an advertisement for a store called “The World of Plumbing”. This billboard depicted a toilet bowl and a slogan that said, "Morning does not start with coffee."
Interestingly, the address of this store was also presented very unusual. According to user stories, it was written on a roll of toilet paper. As you can see, this creative advertisement for plumbing is thought out to the smallest detail. And if the potential buyer does not pay attention to the standard and unremarkable image of the toilet cistern, then such an unusual place for the address may well surprise him.
Hidden meaning in slogan or title
A good plumbing advertisement always has some kind of subtext or makes you think.For this, many PR people come up with ambiguous or unfinished phrases that contribute to the development of the imagination. For example, one of the Square shopping malls, in which it is really possible to find plumbing for every taste, placed a billboard with a picture of a beautiful white toilet.
In this case, he was introduced as a kind of royal throne. This is evidenced not only by the shape of the toilet tank, but also by the inscription “Game of the Throne”. Here is such an unusual plumbing advertisement on banners. By the way, this name subtly hints at the connection with the acclaimed series “Game of Thrones”, which received a record number of views and impressed domestic viewers.
Adult Association Game
Interestingly, representatives of the Donna Vanna trademark also decided to play the association. This time, the movie director of Quentin Tarantino's “Kill Bill” became a victim of PR. That's only in their version, a girl in a white dress and veil, apparently a bride, against the background of a huge acrylic bath decided to "Wash Bill."
Another well-known chain of stores called “Santech Center” went further and impressed many users with its very bold slogan. On its billboard, the company not only placed a beautiful white toilet, but also endowed it with a funny inscription: “A push for reflection.”
Samara service center Sanita, offering a full range of various services for the installation of plumbing, also took advantage of non-literary slang and demonstrated its creativity in advertising plumbing. In his slogan, the toilet was called "A push into the future."
Advertising as a whole art
Sometimes some creators use the skill of real artists, graffiti experts and 3D specialists. To do this, they paint the walls, create unique drawings on the asphalt, and also decorate various items for the bathroom and the bathroom. On them, they depict funny pictures, faces, and even comic scenes from real life.
Plumbing Advertising: Examples
Some manufacturing companies do not save on creativity. Their advertising is always bright, catchy and spectacular. For example, this is exactly what advertising an elite brand of sanitary ware Kohler is. At different times, various artists and photographers worked on unusual photographs of the company's products. So, among the authors of the works, the following masters were noticed:
- Mark Holtusen (from San Francisco).
- Sanjay Kotari (originally from India).
- Erwin Olaf (a native of Hilversum).
- Sasha Waldman (from Milan) and others.
It is noteworthy that the work of all these photographers is so unusual and fantastically beautiful that it was decided to combine them into a single ad unit. He was called "As I See." For example, the famous photographs of Mark Holtusen, which depicts an elderly man in the form of a captain. He is standing in a small room. On the walls are numerous bottles with ships inside. In the middle of the room is a huge bottle, behind the glass of which there are three snow-white Saile toilets.
His other work shows a beautiful chrome articulated faucet. The photo shows a girl with an unusual hairstyle. Washbasins with taps of a creative form stand nearby. The girl plays the flute, and the taps sing along to her, spraying their jets of water in different directions.
It was interesting for this photographer to depict a disposable toilet bowl. As can be seen in the photo, he took as a basis the wild jungle and the image of the researchers. It shows how two adventurers (man and woman) travel through the jungle in search of various artifacts. But since both of them are far from civilization, a one-time toilet will help them in solving pressing problems.
Fun advertising services
No less interesting is the advertisement of plumbing services. For example, one private company called its Sober Plumber repair service.As the name implies, the company not only chose a creative approach, but also skillfully emphasized the shortcomings of some representatives of this profession.
In addition to the humorous in advertising, a light erotic meaning is often laid. For example, some repair companies prefer to order posters and billboards featuring handsome and tanned athletic athletes. They often have practically no clothes on, and the most important places are covered with a tool case.
Another company preferred to focus somewhat on another part of the body. For this, she placed a strong-built man on her promotional photos. Moreover, in one photo he bent over the pipes, and in another - he understands the breakdown under the sink.
Moreover, in both cases, he wears a T-shirt with a pretty girl’s head and jeans, which, with a certain tilt, partially expose the “fifth point” of the plumber. At the same time, when viewed from above, it turns out that this is not the buttocks at all, but the girl’s chest with a T-shirt. In a word, it is hard to say how high-quality services the company offers, but thanks to this advertisement, the effect of attracting attention has been achieved.
How do users react to creativity?
Not all users perceive creative as PR people want. Some of them do not like excessive abuse of naked bodies, causing poses of girls in the photo and men in unambiguous positions. Others are frankly outraged that the advertisers have run out of ideas and, in addition to images with erotic connotations, they can not come up with anything else.
Some, on the contrary, like unusual advertising ideas. Sometimes the plots of such videos or paper media openly amuse and uplift. Particular attention should be paid to special volumetric signs on which part of the figure goes beyond the standard rectangular billboard. They look very original and involuntarily attract attention. In a word, creativity is almost always justified.