With no new products to launch, encouraging the key home and lifestyle media to visit the Geberit Aquaclean stand to find out about toilets that wash you with water, a low interest category for this media, was going to be a challenge!
Giving the media a news hook or ‘reason to visit/write’ was therefore essential.
With the Queen’s jubilee taking place, we created a PR stunt around the ‘Jubiloo’ that would not only attract media attention, but would also be a pull for consumer visitors to the stand.
The Geberit AquaQueen Jubiloo was created, turning one of Geberit’s toilets into a royal throne – ‘the WC fit for the Queen’. The best queen lookalike in the UK was hired to meet and greet along with a guard.
Press invitations were issued ‘By Royal Appointment’ to meet the Queen and see her Jubiloo. Key meetings were set up with the editorial teams from the show’s magazine, as well as Homebuilding and Renovating Magazine, and a number of key lifestyle bloggers.
In addition, the Jubiloo stunt also created a real buzz at The Ideal Home show with consumers. It resulted in Geberit Aquaclean recording its highest footfall ever for this show on the day.