BTREES signs the new iconic digital campaign of “Pave and Go”il revolutionary flooring system developed by Emilgroup. A success right from the first launch, thanks to an ironic and versatile concept that immediately became a trend on social media.
What is “Pave and Go”
“Pave and Go” is not just an innovative flooring system: it is a ‘exclusive all made in Italy in the flooring and cladding sector, which has captured insiders and customers. A quick, extremely versatile and cutting-edge solution for indoor and outdoor environments where high technical qualities are required.
“Pave and Go” it can be installed in seconds, without breaking or dirtying, and guarantees excellent durability over time, even if subjected to heavy loads or continuous passage. In the event of damage, the individual blocks can be replaced in one click.
The concept developed by BTRESS
For Emilgroup’s new “Pave and Go” campaign, BTREES has developed a creative concept that leverages on the pluses of the product, and does so with an ironic and irreverent cut.
“Pave and Go” is simple to lay, resistant to atmospheric agents and capable of supporting very high loads: all this is rendered through a fun and direct message, which immediately conquered social media.
The BTREES concept was created with a 100% digital budget and international media planning, which touches Germany, Switzerland, Austria and Northern Europe, where the product is marketed.
BTREES has achieved 3 short videoimmediately recognizable because they are creative, smart and distinctly iconic (you can see them at this link).
“It is rare to find product launches or new ceramic collections that play so directly with irony. We are very satisfied that Emilgroup has embraced this line and this tone of voice, which is very well suited to the planned media and the target. The first results in this sense are excellent ”he comments Filippo Bondi, Project Manager di BTREES.
“For this campaign we have chosen an unconventional style for the ceramic world which, for its irony, immediately convinced us. ‘Pave and Go’ is undoubtedly one of the projects we focus on most in 2022 and the first results show us that the direction is the right one “he declares Giorgia Gallaro, Communications Manager of Emilgroup.