Kohler

Objective:

In a highly competitive industry with constantly evolving innovations, it can be challenging to capture attention and achieve cut-through for product releases with press office announcements. With many publications moving into the social space and adopting a renewed commitment for ‘authenticity’, W set out to conceptualise a strategy that targeted more than just trade publications to include both mainstream media and luxury lifestyle media titles.

Strategy:

Bring the Kohler experience to life through an immersive product launch. In-line with the 2018 design thematic of Experiential Luxury, W invited key media to experience first-hand one of the most luxurious showers in the world – the DTV⁺ shower at Singapore’s flagship KOHLER Experience Centre (KEC). Offering a fully immersive and bespoke experience with all amenities provided, the experience showcased the features of the shower, as media guests were given a quick explanation of the customisable settings before being given the privacy to explore their favourite ones.

Media guests were also given an opportunity to be introduced to the KEC, its offerings and highlight key products on display. As a whole, W was able to weave in an experiential element to Kohler’s products thus moving beyond the technical specifications to a real-life and first-hand experience.

Results: 

Beyond trade publications, this allowed Kohler to gain mainstream media coverage in The Business Times Weekend and Robb Report, and gave key journalists a refreshed view of Kohler as a brand.