Rubson is the leader of the waterproofness market.
The brand now offers a new product category: the product range called “Go” for waterproof duties in people’s houses.
Simple and ready to use, this product range is aimed at the Sunday handyman who needs pedagogy and reassurance.
The vision for this project was to develop a very special and friendly tone of voice compared to the competition. Because DIY is no longer a men-only activity and is seducing more and more women, the brand decided to build its strategy around the idea of “the big challenge” pitting the two genders against one another.
The brand follows and interacts with the consumer every step of the way, from the shelf to an online game about the product usage.
The activation program is both fun as the consumers virtually use the product and can win prizes, but also very educational with a multiple choice questionnaire on the product and usage.