Doors. We open and walk through them, but they aren't something we think that much about. For Diplomat, one of Sweden's leading door suppliers, we faced a challenge: How do you make … read morepeople start thinking about buying a new one?
With Diplomat's doors, the customer has the opportunity with endless choices and color selection. With a new concept, we therefore decided to reposition doors as an opportunity to highlight your own creativity and embraced the growing trend to put your own touch on your home.
For our first campaign, our target group were encouraged via social media to share an image of their existing front door. We also asked them to describe what they'd like instead. We then got our own agency designers create the new door concepts in real-time. Then we put back the results on social media and on a website for the public to vote for. In the end, one winner got the the door produced and installed in their house by Diplomat. But that wasn't the end. As a next step, we chose some of our favorite dream doors and used them as our next ads. Serving as inspiration, Diplomat asked which kind of door would suit your life?
The campaign reached a large engagement with a small budget and hundreds of people participated in the contest. Traffic to their site went up and as a result of the new concept, sales for Diplomat have increased compared to last year. And happily, orders for more creative doors have also grown. But most importantly, Diplomat has taken a whole new market position as the creative and joyful door brand. A brand that endorse your own expression.
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