PORTFOLIO

Localisation within global constraints.

Design

Creative Strategy

Out of Home

Film and Video

Events and Activations

Content

PORTFOLIO

Localisation within global constraints.

Design

Creative Strategy

Out of Home

Film and Video

Events and Activations

Content

WHAT MATTERED

We noticed that most of Geberit’s competitors in South Africa have the same Eurocentric look and tone that’s devoid of the unique insights and personality that make our country what it is. What mattered was retaining and respecting the Global look and Swiss heritage while adapting the local tone within the parameters.

INSIGHTS

Unlike Europe, South Africa has far less stringent legal guidelines when it comes to construction and home renovations. This means South Africans are curious about renovations, often engage in their own DIY or are quite closely involved with contractors when it comes to making decisions about their sanitary ware needs. Budget plays a huge role. There is appetite for knowledge as well as sanitary solutions that are economical, sustainable and attuned to everyday South African life. Here, everyone “knows a guy” and word of mouth often drives demand.

“WHAT REALLY STANDS OUT IS DERRICK’S ABILITY TO COMBINE THE STRATEGIC INTENT WITH FLAWLESS EXECUTION, ENSURING THAT EVERY ELEMENT SUPPORTS THE BROADER BRAND AND BUSINESS OBJECTIVES. A GREAT COLLABORATION AND ONE WE TRULY APPRECIATE.”

Rory Talbot, MD, Geberit SA

OUR SOLUTION

We needed to stand out within the industry while adhering to strict Global CI Guidelines. We couldn’t create our own image bank or relook the design. What we could do was adjust how we spoke to local audiences. It was simple. Our copy had to work harder.

We took inspiration from clever headlines and crafted body copy often seen in print advertising before the advent of social media, effectively turning social media posts into mini print ads. Caption copy led with relatable South African insights and a more conversational tone. This resulted in our client expanding our scope and requesting traditional media, such as print ads for industry publications.

THERE ARE REAL PEOPLE BEHIND GEBERIT SOUTH AFRICA

To put a face to Geberit South Africa, we created content featuring the real people behind Geberit South Africa – their staff, architects, engineers, contractors and customers – all while retaining a strict adherence to Global CI guidelines.

IMPACT

Geberit local staff, trade and consumers started liking and sharing our posts. The tone developed organically and resulted in requests from client to create more print and campaigns that humanised their sanitary ware products. We used advertising Know-How to work within strict Global guidelines and found a more compelling way to speak to our local audience.

Positive DMs

+ 2 %

Positive Sentiment

+ 14 %

Engagement

+ 2.3 %

Reach

+ %