In an… interesting… marketing move, granite sink manufacturer SCHOCK has taken an extreme approach to demonstrating the durability of its sinks. Presenting the company-named “hardest sink in the world”, a commercial has been filmed in the style of a Hollywood action movie with the message “SCHOCK granite sinks are tough”. And how does the company prove this claim? By shooting it point-blank with a pistol.
As you do.
As advertising ploys go, it’s not such a bad idea. I mean, I clicked on the link and watched the movie – every dramatic 2 minutes and 13 seconds. Viewers are treated to a number of slow-motion perspectives that show the bullet leaving the gun and ricocheting off the surface, which is then cleaned of burn marks and examined for dents or scratches.
Watch out for the viewer advisory warning: “Never try this at home!” Just in case you were tempted.
With more and more product manufacturers competing for a sometimes diminishing pool of customers, I can understand a company feeling the need to take an extreme path to setting their products apart from their competitors. And I think this campaign will be successful in getting the company, and its products, attention from local and international kitchen companies and designers.
But the risk any high-profile marketing campaign runs is whether or not it becomes all about the gimmick and the moment the novelty wears off, the product is completely forgotten. Time will tell whether this strategy works for SCHOCK.
Marketing Director for SCHOCK, Sven-Michael Funck, describes the idea behind the advertisement: “We wanted to find a way of testing the product attributes of our sinks in extreme situations outside of the typical kitchen applications”. He also says that this experiment was “the only way to seriously prove just how hard our sinks are”.
Take a look at the video here: www.schock.de/film then leave us a comment and let us know what you think? Would a strategy such as this make you more likely to specify a granite sink?
For more information visit www.schock.de
