Allura For Life

Challenge

How do you engage a very critical (B2B) target audience, namely architects, in four different types of vinyl floors, each with their own designs, benefits, and characteristics? By visually representing the different life stages of an architect on the various floors of Forbo’s Allura. This makes the floors personal and recognisable to this target group.

Solution

The different phases in the life of the architect are photographed on different floors and combined into one expression as a ‘circle of life’. The campaign confirms the perception that one Allura floor is intended for schools and another can be laid in nursing homes. Allura luxury vinyl tiles have become Forbo’s best-selling floors. This makes the floors personal and recognizable to this target group.