Situation: With a history of strong sustainable product development and practices, Johnsonite sought to increase awareness around its ongoing sustainable programs and efforts during the NeoCon® World’s Trade Fair 2010. However, gathering an audience through a static event at tradeshows can be difficult and costly. The company wanted to develop an event that created an ongoing buzz at show, gaining them recognition amongst designers, architects and media.
To help develop a campaign, Johnsonite enlisted Function:. Taking the audience and messages into consideration, Function: worked with Johnsonite to create an interactive event that would unite architects and designers to create a larger picture of sustainability, generate awareness of the platform, showcase products and provide ongoing education to these audiences. To do so, NeoCon attendees were invited to come by the Johnsonite booth to pick up a piece of the company’s floor tile (getting specific product samples into the hands of the audience). The attendees were then asked to place their piece on a larger canvas, working with their peers to create a collage. For every tile placed, Johnsonite pledged to donate five-square-feet of flooring product to Architecture for Humanity for its efforts to rebuild in Haiti.
Promotion of the event was critical. In addition to working with Johnsonite to create and execute the event, Function: also worked on developing several promotional items, including a microsite, Tweet cards and Collage stickers. The microsite was designed to replicate the visual of the collage, with links to Tarkett, Johnsonite and Azrock sites, key product information, sustainable messages, event information and a downloadable press kit. In addition, Function: created an online Twitter campaign for Johnsonite to share sustainable messaging and show information. The event was also promoted prior to the show via press release and with media during scheduled interviews throughout NeoCon.
Results: Due to excellent event attendance, Johnsonite will donate 3,000-square-feet of its Harmonium xf Linoleum Flooring to Architecture for Humanity. In addition, several industry publications featured the story online and blogged about the event. These included Interior Design, Interiors & Sources, Environmental Design & Construction, FloorBiz.com and PME, amongst others. Johnsonite also gained followers and recognition on Twitter and continues to grow its group of online followers.
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