Mohawk Industries Case study MOHAWK ZOO CHALLENGE by Intermark Group

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MOHAWK ZOO CHALLENGE

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Media Case study
Market United States
Agency Intermark Group
Art Director Jeff Parson, Noah Williams
Copywriter Brent Davis
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: MOHAWK FLOORING
Product/Service: SMARTSTRAND CARPET
Agency: INTERMARK GROUP
Date of First Appearance: Oct 7 2010
Entry URL: http://www.smartstrandchallenge.com
Chief Digital Officer: Jake McKenzie (Intermark Group)
Chief Creative Officer: Keith Otter (Intermark Group)
Chief Innovation Officer: Larry Tolpin (Intermark Group)
President of Public Relations: Becci Hart (Intermark Group)
Rob Hardison/Illustrator: Rob Hardison (Intermark Group)
Art Director: Jeff Parson (Intermark Group)
Art Director: Noah Williams (Intermark Group)
Executive Producer: Chris Mann (Intermark Group)
Copywriter: Brent Davis (Intermark Group)
Account Executive: Keelie Segars (Intermark Group)
Director Of User Experience: Scott Daniels (Intermark Group)
Interactive Creative Director: Jason Edwards (Intermark Group)
Interactive Art Director: Natalia Reshetnikova (Intermark Group)
IU Designer: Brad King (Intermark Group)
Assistant Account Executive: Ashlan Yeilding (Intermark Group)
Production Manager: Kristi Walker (Vazda Studios)
Director of Photography: Ned Boggan (Vazda Studios)
Editor/FX Artist: Tim Kimberling (Vazda Studios)
Motion Graphics Designer/Animator: Brian Ratigan (Vazda Studios)
Motion Graphics Designer/Animator: Robert Burroughs (Vazda Studios)
Media placement: Website - Internet - 28/09/2010
Media placement: Satellite Media Tour - TV - Across USA - 07/10/2010
Media placement: Posters - Outdoor - Dallas Zoo - 07/10/2010
Media placement: Innovative Media - Internet - 07/10/2010
Media placement: Facebook - Internet - 20/10/2010
Media placement: Twitter - Internet - 07/10/2010
Media placement: YouTube Channel Videos - Internet - 07/10/2010
Media placement: QR Codes/YouTube Videos - Carpet Retailers - 07/10/2010
Media placement: Point Of Sale - Carpet Retailers - 30/10/2010

Describe the campaign/entry
We were asked to create awareness of the durability and stain-resistance of Mohawk Flooring's new SmartStand carpet and execute a national integrated campaign on a very limited budget.

Research showed that moms felt that if the new carpet could survive their pet's mess, it could survive their family's mess. Based on this insight, we decided to create the ultimate animal mess demonstration, by carpeting the enclosures of the world's biggest and messiest animals at the Dallas Zoo with SmartStrand Carpet.

For three weeks six elephants, three camels and a black rhino lived on SmartStrand carpet. It was not a pretty picture, but that didn't stop over 160 million viewers from watching.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign kicked off with a press launch party and national satellite media tour that aired on over 200 national and local television stations.

Innovative media was used around the zoo along with other outdoor posters leading consumers to the animal enclosures.

A "Zoo Challenge" web site was created where viewers could witness the animals living on the carpet 24/7 via 12 web-cams.

YouTube videos provided constant updates and smiles.

Fans could chat daily to the Rhino through Twitter or become fans on Facebook and receive daily updates, pics and share stories.

QR codes allowed carpet shoppers to immediately access the YouTube videos at our dealer showrooms via their smart phones.

Last, but not least, the carpet was cleaned and featured at dealers and major trade shows, along with POP materials and YouTube videos.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign reached an audience of over 160 million, with an estimated media value of $20 million (the campaign cost $330,00). The carpet and YouTube videos were displayed at 5,748 dealerships. Most importantly of all, Mohawk sold over 50 million yards of SmartStrand Carpet leading to a six-month backlog of orders.