Table of Contents 6 2012 OVATION Awards Winning Entries

INTENDED AUDIENCE(S):
APCOR, its North American affiliate companies (cork flooring distributors and manufacturer based in the
United States and Canada), and the agency worked together to identify key target audiences including
home décor, style, design, lifestyle and eco‐conscious media; trade‐specific and designoriented opinion
makers such as designers, interior decorators and architects; flooring retailers and distributors; and
active social networkers with an interest in design and/or eco‐sensibility, with the goal of influencing the
target end consumer. Further research, including consumer focus groups and market analysis, indicated
that the core consumer target for cork flooring was a ‘psychographic’ segment identified as ‘The Bright
Greens’.
Accounting for 27% of all households in the United States (slightly more in Canada), they are ecofriendly,
design enthusiasts. Family oriented, they want natural, comfortable yet aesthetically pleasing
home environments. They are well educated and highly resourceful – looking to newspapers, magazines,
online communities, key influencers (designers, design experts), and their family and friends for advice
on the latest in home décor trends.
GOALS/OBJECTIVES:
The primary communications objectives for the 18‐month North American campaign were to increase
consumer awareness of the benefits and beauty of cork flooring; heighten consumer desire for cork
flooring via their design sensibilities; increase technical knowledge of cork flooring among retail sales
staff and design influencers – in order to enhance their desire and confidence to recommend cork
flooring to end users. A number of quantifiable objectives were confirmed during the campaign’s
planning process:
From a media relations standpoint:
1. Generate positive publicity for cork flooring; achieve a minimum audience reach of 67 million (based
on a cost per contact of $0.03 or less). APCOR mandated DDB PR to use a specific evaluation system,
similar to MRPs (Media Relations Rating Points), applying it to both US and Canadian media coverage.
The target qualitative score was set at: 80% and mandated that messaging showcase specific cork
flooring features including its: versatility, rich tradition, ecological advantages, design appeal, comfort
and durability
From an audience awareness standpoint:
1. Reach a minimum of 240,000 home décor/design media, influencers and target consumers through
influencer seeding and events
2. Obtain at least 60,000 unique visitors to the website and maintain average time spent of two minutes
3. Obtain 3,000+ Twitter followers, 20,000+ views of cork flooring videos and photos on YouTube, Vimeo
and Flickr
4. Generate a 10% increase in positive consumer sentiment via social media seeding
From a business‐driver standpoint:
1. Grow cork flooring consumption in North America by 5%+ for fiscal year 2010/2011
SOLUTION OVERVIEW: To build awareness and demand, DDB PR, with peripheral support from the
agency’s integrated partners (digital and print advertising), developed a communications campaign
focused on educating and inspiring ‘The Bright Green’ consumers, propelled by endorsements from
target media; key design influencers; retailers and distributors; and active social networkers with
relevant interests. To stand out in the highly saturated flooring market, this campaign positioned
Portuguese cork as different and better, focusing on a number of benefits that set it apart from other
flooring options – ecological advantages, wide design appeal, versatility, rich tradition, comfort and