Blum UK

Product Campaigns and Partner Programme

Bringing brand promise to life.

The challenge

Blum is the world’s leading manufacturer of fittings for high-quality kitchens and furniture. Their innovative products for the opening and closing of lift systems, pull-outs and doors provide enhanced levels of convenience and are engineered to last a lifetime.

Global marketing initiatives aren’t always perfectly suited to the UK market and sometimes require a nuanced approach for our KBB community.

The solution

For the first campaign, our answer was to build a powerful visual theme around recognised places in England, Scotland and Wales.

We devised the idea of Space Tower (the ultimate in larder units) as a ‘landmark’, with its imposing physique appearing in diverse locations from Blackpool to Bishopsgate.

This gave us fantastic opportunities across all media channels and led to our subsequent ‘Think outside the box’ concept for Legrabox literature and advertising. We adopted a call to action based on thinking differently and looking at things from a new perspective.

The results

It was a compelling message for trade partners. New retailers quickly signed up, and other key outcomes were effective press exposure and social media activity, which saw people share their own landmark images.

A monthly digital magazine series delivered via our unique platform also achieved greater customer insights and brand equity.

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