Brand Awareness Campaign

Hettich Push, Pull & Slide Campaign

For over a century Hettich has been producing high quality cabinet hardware that can be found in the kitchens and bathrooms of over 100 countries. 

The Hettich range enhances commercial and residential spaces through a comprehensive range of hardware including drawer systems with soft close options, hinges with integrated dampening, sliding and folding doors, pull out pantries, corner units and recycling waste disposal systems. These features are enhanced by European designed LED lighting, stylish and contemporary handles as well as an extensive range of fittings and accessories.

At RGC Digital Marketing, our team of designers, content writers, developers and marketers are essentially artists in our own right, and when it comes to being inspired by beautiful, innovative and intelligent products, our team gets very excited. So, when RGC was selected to work with Hettich to help launch two exciting new products, we jumped at the chance.

The products were part of their intelligent new Over-Head Cabinetry which could be pushed, pulled or slid to open or close. This cabinetry was for use in homes and commercial applications.

Hettich products are German Made and Ergonomically Designed, who develop Intelligent Technology for Furniture. This is their tag line and their products are a true reflection of their mission statement.

Our brief was to raise awareness of these two new innovative products and showcase all the benefits to not just the consumer but also tradespeople and Architects, who would be recommending Hettich products in their designs to their clients. The brief needed to capture all these audiences, whilst delivering enquiries to Hettich at the same time.

Firstly, we needed to capture the true essence of the products innovative features, so we created a tag line called “Push, Pull & Slide”, which formed the basis for all advertising and marketing messaging.

From there we created the following resources to help promote the brand:

• Create a new purpose-built microsite
• Create content for all advertising and marketing collaterals
• Devise a strategy to target Consumers, Cabinet Makers & Architects
• Create artwork for all Advertising and Marketing
• Create animated HTML5 display banners
• Place media on websites through Programmatic Display Advertising
• Place media on Third Party Publishing Industry Websites
• Implement a Google Advertising & Display Re-marketing Campaign
• Deliver campaign messaging and content through Electronic Direct Mail
• Raise Awareness through Facebook & Instagram Advertising
• Design & Print marketing Posters for use in all Kitchen Showrooms across Australia

The campaign was promoted over a three-month period and was successful in introducing these new products to the trade customers and general consumers alike. It also provided a steady flow of consumer and trade enquiries, and was also instrumental in providing a launching board to remain as a constant advertising and marketing initiative to keep these products in the minds of people who are looking for innovative products for the cabinetry requirements in their home or office.

More importantly the advertising and marketing results showcased the following:

• Consumer enquiries through form field capture
• Locations of where the enquiries came from
• Extremely cost effective advertising rates through all channels
• Consumer engagements through selecting their nearest kitchen retailers
• Best performing advertising channel engagements through conversions

RGC Digital Marketing is a Digital Advertising Agency in Sydney who is well equipped to deliver advertising campaigns for brands to connect with their customers, and we look very forward to delivering many more campaigns for Hettich in the years to come.