Table of Contents 6 2012 OVATION Awards Winning Entries

OVATION Awards Winning Entry
Communication Management
Media Relations with budget greater than $100,000
AWARD OF MERIT
Entrant’s name: Martine Lévy, Managing Director, DDB Public Relations
Organization’s name: APCOR (The Portuguese Cork Association)
Division & category: Division 1: Communication Management; Category 4c: Media Relations with budget greater
than $100K
Title of entry: APCOR ‘Real Cork Floors’ Campaign
Time period of project: June 2010 ‐ November 2011
Brief description: An 18‐month integrated communications campaign designed to raise awareness of the benefits
and beauty of Portuguese cork flooring across North America, utilizing media relations as a communications tool to
reach consumers, stakeholders and influencers, and stimulate year‐over‐year sales by 5%.
BUSINESS NEED/OPPORTUNITY:
The Portuguese Cork Association (APCOR) represents and promotes the Portuguese cork industry and
all cork‐based products including cork flooring. Hardwood, ceramic, and tiles have long dominated North
American homes; however in recent years the public demand for stylish, eco‐friendly flooring has
increased. Since 2000, cork flooring, a staple in many European homes, had been gaining interest in
North America due to its exquisite design, durability and environmental features. However, overall
consumer awareness, design influencer and retailer knowledge levels and cork flooring sales remained
low. In 2010, APCOR asked DDB Public Relations (DDB PR) to create an integrated communications
campaign that would raise North American awareness of Portuguese cork flooring and stimulate yearover‐year
sales by 5%.
Utilizing DDB’s strategic planning process, proprietary flooring market research from APCOR and its
affiliate companies, and insights gained through focus groups/surveys, DDB PR devised a strategy that
effectively communicated APCOR’s key cork flooring messages to its target audiences. DDB PR also
conducted one‐onone assessments with home décor/design influencers and media outlets, such as
Traditional Home (USA) and Style at Home (Canada) magazines, and deduced that while their awareness
of cork flooring was high, most considered cork flooring a re‐emerging design trend. The research
confirmed that this was the right time to educate North American consumers about cork flooring’s
unique qualities. By examining North American‐specific category and market nuances as well as
consumer, stakeholder and media awareness prior to the development of the APCOR ‘Real Cork Floors’
Campaign, DDB PR determined that the campaign strategy needed to effectively stand out within a very
cluttered flooring market, differentiate the product from its competitors, and be both timely and
engaging to successfully influence public opinion.
The agency developed an 18‐month, integrated campaign that consisted of a creative media, consumer,
stakeholder and influencer tour, a variety of media relations activities, strategic partnerships with third
party spokespersons, product placements and makeovers to drive media coverage and a retailer
education program, all augmented by a dedicated campaign website, a social media program and trade
print advertising. The APCOR ‘Real Cork Floors’ Campaign effectively engaged multiple audiences, built
product awareness, and ultimately stimulated sales.