GEBERIT
Geberit as the helpful know-it-all
In Switzerland, there's no need to explain that Geberit makes quality products. That's just as clear to customers who need a sink for their bathroom as it is to plumbers who work with piping systems every day. What people may not know is the extent of the company's service expertise. Our brief was to develop a campaign for Geberit's digital tools.
Geberit’s brand promise is “Know How Installed”. They aim to provide their B2B customers with both innovative products and support - from planning to installation. In addition to the customer service team, they have developed a range of digital tools to support their customers. These range from the “Shaft Tool”, which calculates drainage pipes in building projects, to the “Urinal Tool”, the “Washroom Configurator” and the numerous features within “Geberit Pro”. Our brief was to create a comprehensive service campaign with modular components to promote individual tools.
Always there, even when not expected
Of the 12 creative approaches we presented to Geberit, the most ironic idea won out. In “Always There For You”, Geberit embodies more than just a service-oriented approach - it has a “know-it-all” attitude. To communicate the range of different digital tools, we combined them into a single persona. The result is a woman equipped with a tablet, lab coat and stern glasses, who appears in every work scenario like a genie from a bottle, armed with the right answer. Not because she possesses all-encompassing knowledge, but because she has the right Geberit tool ready on her tablet. The know-it-all knows which urinal the maintenance worker has to deal with or how the planner has to calculate the piping system - even though no one has actually asked for her help.
A slightly unconventional set
Three digital tools, three sets and three videos - that was the plan. Working with video production company Effekt Agency, we scouted the Geberit premises and chose three locations: a meeting room for the designer, a building site set for the installer and a room full of urinals. The latter was a bit cramped for the crew at times (try squeezing lights, cameras and actors into a public toilet - or maybe don’t).
But we still managed to complete the project in two days. We even managed to squeeze in photo shoots between takes, thanks to the efficiency of Effekt Agency (they don’t call them that for nothing). The campaign, which includes videos, images and short text teasers about the three tools, is integrated into Geberit’s website. Using the existing design elements, we helped create a structure where the videos complement the existing content.
