Palio
A telepathic customer connection
Outcomes
+117% Web Traffic
+140% New Users
+60% Direct Traffic
+40% Organic Traffic
Marketing Challenge
Raise awareness and attract a wider variety of tradespeople to install Palio's luxury vinyl flooring.
Behavioural insight
Tradespeople are a relatively straightforward bunch, and they are creatures of habit. They get used to quoting for complete extensions, renovations or home improvement projects. The trouble is they see flooring as a loose end they have to outsource to another trade. So they avoid it for fear of anything going wrong and costing them time, money and reputation.
But by not offering a flooring solution, they are leaving money on the table: missing out on jobs, or having to hand over to specialists to fit the flooring, eroding their margin.
We wanted our campaign to help them overcome this fear so they achieve total confidence, and revel in the beauty of the results.
Transformation
Our campaign built brand memorability for Palio by making more of the brand’s existing assets.
We made a hero of Palio the horse, a memorable feature directly representing the brand identity.
We linked Palio the horse with the tradesperson’s confidence by depicting a psychic relationship between them both, which is delivered with humour and charm. In doing so, we built an emotional connection between Palio and the audience, designed to enhance memorability and recall.
What our client said
“We wanted a campaign that wasn’t typical of the trade, but also one that didn’t fall into the usual trap of ‘lad’ humour. The subtlety and vulnerability of the tradesman is something we feel has real cut-through. This idea has released Palio from simply being part of the logo to the embodiment of the brand, it drove great numbers of tradespeople to our website”.
Gavin Smith, Marketing Director
