AMERICAN STANDARD
Taking Your Time Back
Installation flexibility to save you time and money
Challenge
Why should a plumber use a new, more expensive installation valve, instead of the type he uses now? The answer to this question is that it saves the trades person time, and thus money many times over. However, introducing this product, and its benefits, to the target audience in a way they would engage with was the tricky part.
Solution
A no-nonsense, benefits focused email blast was the medium chosen to present this new American Standard Flash™ Shower Rough-In Valve. The email engaged the reader in a variety of ways by featuring an intro video, using clean product images accompanying to-the-point messaging, and clearly listing job-related benefits. It also directed viewers to the broad assortment of other American Standard collections and products. The email was deployed to Construction Canada and Canadian Contractor trade magazine members.
Result
Both LIXIL and their trade partner had new advertising assets to leverage in print and on digital channels. Their partner appreciated the sponsorship and the ads created more awareness for the LIXIL brands.