Viega is a renowned global leader in plumbing and heating technology. Founded in Attendorn, Germany, in 1899, the company has a long-standing history of producing innovative solutions for the plumbing, heating, and pipe joining sectors.
Over the years, Viega has expanded its product range, offering a variety of solutions that include pipe fittings, valves, and manifold technology. As a hallmark of quality, the brand is synonymous with German engineering excellence, and it is widely recognized for its commitment to innovation, sustainability, and ensuring that its products adhere to the highest standards.
With a worldwide presence, Viega continues to set benchmarks in the industry, driven by its vision of advancing both technology and practices in the plumbing and heating sectors.
Viega developed and was about to launch a new, innovative pre-install wall system, which they were sure would appeal to a large audience. However, they faced the complex challenge of building an emotional connection between this new product and their craftsmen clientele. Technical innovations, no matter how groundbreaking, can sometimes lack the personal resonance that genuinely captivates an audience and motivates them to engage with the marketing content promoting its features.
Further complicating their marketing landscape was a recent transition to a mandatory double opt-in process for collecting new subscribers for their newsletter. This change necessitated not just a simple subscription from potential clients but a subsequent confirmation as well — adding an additional layer of friction in their communication chain.
As Viega was about to launch their cutting-edge product, they sought a dynamic marketing approach that could attract attention and effectively explain the product’s merits while navigating the intricacies of enhanced subscriber confirmations.
To address their challenges, Viega turned to gamification, a powerful marketing tool known for its effectiveness in fostering interactive and engaging customer experiences. Recognizing the potential of this approach, Viega created an interactive “Swipe Quiz,” which was promoted across multiple channels and aimed to attract their clientele’s attention and subsequently educate them about their newly launched product.
However, this wasn’t just any quiz; It was carefully designed to not only challenge users but also to stimulate their expertise and sense of professional pride. Titled “Hit or Myth,” participants were prompted to swipe through questions, sifting fact from fiction, and actively engage with the content.
This innovative format not only showcased Viega’s new pre-install wall system in a refreshing light but also cleverly integrated the mandatory double opt-in process. By inviting users to sign up at the end of the quiz, Viega effectively bridged the gap between engagement and action, ensuring that their innovative product was front and center in a memorable and enjoyable experience.
Viega’s innovative approach to marketing achieved a remarkable success. A significant 70% of all visitors remained engaged with the campaign until the very last question, dedicating an average of 1 minute and 13 seconds to the interactive quiz. Such high engagement levels are a testament to the effectiveness of gamification, as it not only transformed potential passive viewers into actively involved participants but also educated them simultaneously.
Moreover, the process effectively transitioned traffic from social media and the website into valuable zero-party data, facilitating a more personalized and direct connection with their audience.
In terms of the critical challenge of the double opt-in, the campaign’s playful design prompted a whopping 74% DOI conversion rate, highlighting the power of interactivity in influencing customer behavior. But perhaps the most significant victory for Viega was achieving their primary objective: Introducing their innovative pre-install wall system to the market in a fresh, engaging manner.
Through this approach, Viega not only informed its audience but also captivated them, ensuring their product launch was both memorable and impactful.
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Schedule a live demo with one of our product specialists at your convenience.
We can learn about your requirements, answer questions, and review ways Brame can help your organization to achieve your goals and engage with your audience.
Please submit your information below and we will be in touch shortly to set up a live demo.
