In the first salvo of a comprehensive promotional campaign designed to appeal to style-conscious homeowners, composite door and window maker Apeer has produced a radical new video supporting its heralded new Silka door range.
More akin to a rock video than anything previously produced to promote residential doors, links to the production, which is accompanied by a suitably hard-edged and memorable audio track, will be posted on a range of online ‘lifestyle’ media with an upmarket demographic appropriate to the perceived customer base for the Silka door range.
The Silka video is the first of five being produced as part of a campaign designed to appeal directly to homeowners in support of Apeer’s retail installer network located throughout the UK. Videos will be accompanied by a range of print and digital brochures and other supporting material, in addition to SEO work to drive traffic to the consumer-focused website. A 25% increase in leads generated for Apeer retail installers is the key benchmark for the campaign.
“The Silka video has tremendous impact and is perhaps more akin to an upmarket car production than a residential door,” explained Asa McGillian, Apeer’s managing director. “But as homeowners increasingly change their windows and doors as a lifestyle choice together with home décor refurbishments, rather than the stress purchase that used to drive sales, then so we must reach out and appeal to people on a similar level.
“The clean, technical surface finishes of the Silka door and its componentry are beautifully captured in the video, which we believe will appeal to those looking for a similar styling vibe throughout their homes. Our other door ranges and Lumi frameless window and door range, will be treated with imagery appropriate to the styling of each product.”
View the Apeer Silka video here: youtu.be/84Qh3RLZyFM