Concrete. It’s a notoriously boring and sterile subject. But then, concrete is the very thing that builds houses, creates homes and keeps us warm and happy. Our task for Xella Slovakia, a producer and distributor of building and raw materials, was to get the general public interested in the thermal insulating properties of a new type of Ytong block.
Ultimately, we wanted to entice the general public to choose the new product for their homes. We did this by getting the public directly involved with the product and by placing the story in the sort of media that would never normally consider running this story. We mocked up a shower cabinet made of the blocks at a major building exhibition and challenged people to touch the wall with a “soaked” finger to create a new Slovakian record for the number of colour fingerprints on a single wall. We then continued the story of the colour wall on the Internet and in the media with celebrity photo opportunities. The 2010 Coneco Exhibition was visited by a total of 150,000 visitors, while nearly 2,500 people touched our Ytong wall. In just one week we managed to generate more than 30 media outputs amounting to a value exceeding 35,000 euros, mostly in publications that had never previously featured the Ytong brand. The www.pomahamestavat.sk website was visited by almost 20,000 people during the Coneco Exhibition. We managed to break the Slovakian record, which was certified and approved. It will appear in the annual Slovakian Records publication.
