Porta KMI Poland, the largest door manufacturer in Central and Eastern Europe, is launching a new, multi-channel promotional campaign in Poland and neighboring countries. Find out what the promotion is focused on!
The latest campaign will focus primarily on promoting the TOP door Collections from Porta. The company is emphasizing strong advertising of the brand's attributes, such as design, durability, and safety. An important message will also be the 5-year warranty on Porta doors as validation of the product's qualities.
The campaign will be broadcast on television and will also include online advertising, content activities, cooperation with bloggers, social media activities, point-of-sale efforts, and PR. Its launch is planned for April 13 and will run until mid-July 2018.
"We have planned an intensive campaign in Poland, the Czech Republic, and Slovakia combining image, emotional, and product aspects. We are smoothly transitioning from communication based on the idea of openness, which we ran last year, to a product campaign promoting Porta's most important collections. The unifying slogan for our activities continues to be 'Open Up to Possibilities.' We are continuing emotional messaging, encouraging people to open up to what is new and unknown, to the future, closeness, beauty, durability, and safety. At the same time, we show that the path to fulfilling needs in these areas often leads to and through doors. An important element of our campaign will also be activities promoting good design, inspiring interior changes, and demonstrating what impact well-chosen doors have on the aesthetics and functionality of an interior." – comments Artur Pęksyk, Marketing Director of Porta KMI Poland.
Porta in the TV Campaign
Porta in the TV Campaign
As part of the television campaign, product placement activities and TV spots are planned across more than 20 television channels. Porta and its products will continue to be strongly present on HGTV, with which the company has been cooperating since 2017 and treats as its most important television partner. The door manufacturer's ads will also be aired on other TVN channels, on AXN, FOX, MTV, as well as on comedy, nature, and film channels.
International Activities
International Activities
Intensive digital activities will also be carried out, including in social media. Porta, along with the campaign launch, is rolling out dedicated websites in several language versions devoted to the TOP Collections. In neighboring countries, there will also be intensive online promotion of selected products and the Porta Doors brand. The advertising spots across all markets will feature Porta VECTOR Premium, Porta RESIST, and Porta KONCEPT doors.
The Blog in a New Look
The Blog in a New Look
As part of the campaign, a blog has also been prepared in a refreshed version, focused on advice, inspiration, and broadly understood design. Throughout the entire period, PR activities aimed at promoting the TOP Collections will also be carried out. Cooperation with bloggers has also been planned.
In parallel, the campaign will cover points of sale. New visual elements and signage for doors from the TOP Collections will appear there. New catalogs covering Porta Doors' complete offering and catalogs dedicated to the promoted models will also be distributed there.
The campaign was prepared by the agency CIA CONTENT IMPACT AGENCY, which is responsible for strategy, content production and editing, creative advertising materials, and media planning and buying. The company cooperated with the production house Filmokracja Michał Bisaga. The preparation of the campaign's websites was handled by the agency Veneo. PR activities and blogger contacts on behalf of Porta are coordinated by the agency Practum Consulting.
Summary
Porta KMI Poland, the market leader in doors in Central and Eastern Europe, is running a campaign across three countries from April 13 to mid-July 2018, promoting the TOP Collections. The ads will appear on more than 20 TV channels, including HGTV and on TVN, AXN, FOX, and MTV. The company is also betting on digital, PR, and blogger cooperation.
What's new are dedicated websites in several languages and a refreshed blog. The slogan "Open Up to Possibilities" tying the campaign together combines emotional and product messaging. Several agencies were involved in the preparation, including CIA Content Impact Agency and Practum Consulting.
