Clocking up hundreds of miles, visiting five cities across the UK and attracting the attention of over one million people via social media, the Geberit AquaClean summer tour was a resounding success, says the company.
In a journey covering almost 800 miles, taking in landmarks including Edinburgh Castle, the Clifton Suspension Bridge and theLibrary of Birmingham, the tour began in Edinburgh on July 1st and came to its final stop in Leeds 30 days later, having introduced hundreds of people to Geberit‘s latest shower toilet technology along the way.
Part of a fully integrated marketing campaign that also incorporated print and radio advertising and social media, the branded Geberit AquaClean Truck was kitted out with working models of the latest Geberit AquaClean shower toilets, with local people at each of its stops getting on board and trying the latest technology for themselves.
With social media used to help spread the word, visitors to the Truck were encouraged to share their thoughts and facial expressions on their experience using the hashtag #myfirsttime. Boasting over 340,000 views, the campaign video quickly went viral as people shared numerous photos online.
Reaching an audience of 9 million through local radio advertising and mentions alone, the campaign also raised cash for five charities local to each of the tour’s stop-offs. Edinburgh Dog and Cat Home, Great Western Air Ambulance, Forever Manchester, Love Brum and Children’s Heart Surgery Fund each received £1,000, as a result of Geberit encouraging locals to ‘spend a penny’ on board the Geberit AquaClean Truck.
The campaign was also supported online at www.geberit.co.uk, with a dedicated landing page that saw 11,000 views during July and accounted for a quarter of all Geberit website traffic for the whole month.
“This was quite some summer road trip for Geberit AquaClean,” commented Raffaela De Vittorio, Geberit‘s marketing director. “Consumer reaction was fantastic at all five stops on the tour, with lots of very positive feedback and, most importantly, a great deal of awareness raised among an audience who didn’t previously know about the many advantages that shower toilets offer in terms of hygiene, health and wellbeing, their ease of fitting and ease of use.”