Graniser is one of the leading manufacturer and distributor of ceramic and porcelain floor and wall tiles in Turkey. Established in 1999, the company now exports to more than 60 countries. Graniser pursues perfection and sincerity in quality management and service system.
In 2014, the company conducted a series of brand awareness studies, which painted a clear picture: Graniser is a trusted brand, yet not a top-of-mind one. To increase its brand’s awareness levels, Graniser hired to I Mean It.
When we analyzed the tiles industry, we realized that it is filled with carbon copy brands. All major players give identical promises, use similar visuals and say similar things. We believed Graniser had to become a challenger brand. For that, we needed an iconic visual. Enter “the lady in a hamster wheel!”
In our ads, we encouraged the public to break the vicious circle, in which they are living. To strengthen our message, we accompanied our ad with a provocative slogan: “If your pursuit of excellence gets you nowhere, then Graniser is waiting for you.”
The campaign was launched first at the Cersaie Fair in Italy, then in Turkey. We prepared a 360-degree media plan, which included print, outdoor and digital media, to increasing the brand’s awareness levels.