Marketing tour with Elitfönster

BACKGROUND

Elite Windows is well known for its high product quality and Best-in-Test rankings. When the Småland-based manufacturer invited Contrast to plan brand experiences for the anniversary year, the idea of going on a festival tour arose…

The idea was both bold and innovative. Meeting happy festival visitors instead of retailers – could this perhaps be the perfect strategy?

The project group was convinced. The festival tour would provide a unique opportunity to meet both today's window shoppers and tomorrow's ones: families.

The goal of the tour was to increase brand awareness. Elite Fenster also wanted to show that they are a nice and modern company to trust in, even in the future.

SOLUTION

Contrast based the concept on the core values of ”simplicity, sustainability and quality – in Småland style”. The key concepts were “Best-in-Test” and “100 years”.

We shaped the messages and the messengers according to the target audiences and the new environment. We also made sure that the communication would not only reach the festival visitors but also extend beyond the festival grounds and live on beyond the festival.

After that, we took the brand on a journey, together with Rix FM Festival, from Luleå in the north to Malmö in the south.

Brand experiences in the festival tent:

• VR games – install windows quickly and with precision (to engage and arouse interest in window installation)
• Photo competition, With window frames for social channels (visitors who posted posts had the chance to win Front Row tickets to see the festival from the stage)
• Wheel of Fortune with profit every time
• Prizes and giveaways with clear messages:
  – Best in sun protection (sun loungers, sun cream, sunglasses and caps)
  – Best at storms (rain ponchos)
  – Best at noise (earplugs and headphones)
  – 100 years (retro-style t-shirts and trucker caps with the anniversary logo)
  – 100 years (“tattoo stickers”, window wiper, reflectors, thumbsticks, pens and more)

Brand exposure in the festival area and outside:

• On-stage activation: “Cap Rain” to the Elitfönster song with the program hosts, plus a rolling Elitfönster film
• Elitfönster tour bus, an electric car with campervan vibes to support the narrative of sustainability, its Småland origins and nature
• Tarp with a clear anniversary logo for visibility during filming in the area and with drones.

RESULTS

The result was beyond expectations:

⭐️ A total of 56,000 consumers visited the Elitfönster stand

⭐️ Brand awareness increased by 26 percentage points (compared to non-visitors).

⭐️ 88% had a positive or very positive experience of visiting the Elitfönster stand

⭐️ 90% were positive or very positive about Elitfönster’s involvement.

“Contrast has been an invaluable partner throughout the entire process, from idea to implementation. Their creative and strategic approach not only helped us connect with the festival audience, but truly engaged them. The result exceeded our expectations and we are taking many valuable insights with us for the future.”

– Emma Kikson, Head of Marketing and Business Development at Elitfönster