Metroflor Corporation unveiled a new marketing campaign for its revolutionary Isocore Technology luxury vinyl tile (LVT) core layer during the Surfaces trade event. “I am Isocore,” introduced to the European market earlier this month at Domotex in Hannover, Germany, will unfold throughout 2017 at the world’s premier flooring exhibitions, including Domotex in Shanghai and NeoCon in Chicago. The campaign will be activated through multiple channels, including advertising, live events, large-scale installations, videos and social media.
The “I am Isocore” concept establishes a strong, relatable, human and personal voice for the brand, and is designed to provide a vehicle to communicate the product’s vast scientific, functional and emotional benefits.
At Surfaces, Metroflor hosted distributors, aligned dealers and other key customers at a rock ‘n’ roll-themed gathering featuring the new Isocore campaign as well as a live band, achievement recognition and dancing. As guests approached the ballroom door, they stopped for a photograph in front of a 7.5-foot tall “vinyl” record album made entirely of Isocore LVT flooring encased in a sleeve touting “I am a Rockstar #IAmIsocore.” Inside the venue, the dance floor, coasters and other accents were also made from Isocore flooring, including 3- and 6-foot table tops designed to look like record albums.
Earlier this month at Domotex, the premier global floor covering event held annually in Hannover, Germany, the campaign proclaimed “I am art + scienc #IAmIsocore,” and was activated via super-scale outdoor advertising towers featuring a colorful abstract double helix that presaged the grand, rotating double helix sculpture that rose above the company’s Aspecta stand, a full 21.5 feet in height. The sculpture, made entirely of Isocore, was designed to be a physical demonstration of the product’s exceptional features: strength, lightness, rigidity and beauty. The double helix shape was chosen as a representation of the intertwining of technology and aesthetic that makes Isocore a breakthrough in the LVT flooring category.
As the campaign unfolds throughout 2017, “I am Isocore” will support functional messages such as “I am comfortable,” “I am sustainable” and “I am waterproof,” as well as emotional statements like “I am there for you,” “I am the future” and “I am safe.”
Beginning later this quarter, the campaign will invite audiences into a personal and social conversation. “I am Isocore. Who are you?” will be the call to action for individuals to share their “I am ________________” statements on social media using the hashtag #IAmIsocore. The campaign will create a virtual gathering place for builders, architects, designers, distributors, retailers and end users alike to take part in an ongoing Isocore conversation.