Pearlescence by Lamin-Art
EVANSTON, IL. Lamin Art, Inc., a privately held supplier of innovative, design-statement high-pressure laminates and veneers for use in commercial applications, is observing the 25th anniversary of one of its best-known and most popular product lines, The Pearlescence Solid Colors Collection. In celebration of this important milestone, I Imagine Studio has just completed an integrated marketing campaign that is bound to attract attention from the design industry.
Since 1984, Pearlescence has been inspiring the imaginations of world-class architects and interior decorators with light-filled laminates in a wide range of colors and finishes. Now Pearlescence is updating and widening its color palette and finishes. And, as its marketing agency, I Imagine felt that the introduction of these enhancements on the products’ 25th anniversary presented an ideal communication opportunity.
I Imagine Studio began by developing an inspiring series of case histories describing successful applications of Pearlescence by leading designers and architects, giving the agency strategic insights into the brand. From its inception, the Pearlescence Collection has been recognized as an innovative product offering a unique finish. According to Hans Mutzke, the inventor of Pearlescence, the attraction of the product “lies in the way it interacts with you, because the light is refracted at two different angles.”
Taking a cue from Pearlescence and the comments from the subjects of the case studies, the team at I Imagine Studio developed an innovative, integrated, and highly interactive campaign that included a direct response mailing with a lead generation component, a follow-up direct mail kit, an announcement ad, a case study ad, online banners, and at the centerpiece, a dedicated Web site, www.pearlescence.com. In addition to a trade show video display, they then produced a video for the Web site in order to give full rein to the play of light and movement that is an essential part of the Pearlescence Collection. And allowing users to proactively explore the full range of Pearlescence colors in numerous textures, the site also offers visitors a chance to order a brochure online or download it immediately, obtain technical information, tour the five inspiring interiors that are the subjects of the case studies, and even hear how the product was created in an interview with Hans Mutzke himself.
Altogether, the concept and strategy of the campaign, like the product it represents, is designed to communicate the beauty of the world and inspire those who see it to use their imaginations and of course Pearlescence.
Photo:
http://www.prlog.org/
