The right choice for a better future
Oras Group wanted to tap into heightened hygiene awareness and position their SMART fittings as future-proof solutions. To demonstrate the benefits of touchless faucets, we created ‘That’s SMART’, a targeted campaign across different markets for consumers and professionals to learn how the SMART category is a seamless fit for everyday life.
How it began
Taking sanitary fittings to the next level
At the height of the COVID-19 pandemic, Oras Group wanted to position their SMART fittings not only as a product for public spaces – but also as an optimal solution for homeowners. The task was to create a marketing campaign focused on relevant topics such as saving water and energy, as well as improving hygiene and safety. The communication elements would be directed towards three target groups in eight key markets.
Developing the solution
Saving water and improving hygiene - that's SMART
Besides putting the spotlight on better hand hygiene in everyday situations, we also needed to introduce the great value and simplicity of the SMART category: sanitary fittings embedded with touchless, Bluetooth and other intelligent functionalities to consumers and professionals.
We created the ‘That’s SMART’ campaign using facts and digital elements to offer glimpses of everyday life made smarter – from the viewpoint of three distinct target groups. Consumers learned touchless faucets are ideal for homes, saving water and reducing bacteria spread. Installers discovered Oras/HANSA SMART products are easy to install and maintain. The communication aimed at the project market emphasised the range of Oras/HANSA SMART products available and how they can contribute to enhanced hygiene and sustainability in buildings.
The outcome
A ‘digital-first’ campaign
‘That’s SMART’ was launched in eight markets. The campaign took a ‘digital-first’ approach and included ads, films, direct e-mails, web content, online banners and social media posts. All targets were reached at the end of the campaign, and the success complimented Oras Group’s overall brand promise: Water Smart Living and strengthened sales within the SMART fittings category.
– Maria Kuivamäki, Manager, Brand & Marketing Strategy, Oras Group
About Oras
Oras Group is a European manufacturer of sanitary fittings consisting of two strong brands, Oras and HANSA. Headquartered in Rauma, Finland, with 1,400 employees spread across 20 markets.
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