New York-based paint and decorating retailer, Janovic, continues to grow its influence through an ambitious new marketing campaign: Janovic Colors NYC.
Instead of focusing on traditional marketing avenues like print and billboard advertising, Janovic is connecting with the next generation of designers through branded videos, digital advertising, and online communities. In targeting students and other budding industry professionals, Janovic is poised to solidify their position as New York City’s color authority.
A large part of this innovative campaign revolves around sculptures created by current art students attending Parsons’ School of Design, Pratt Institute, and the School of Visual Arts. These 3-D canvasses were designed using chips of Benjamin Moore paint, a cornerstone brand sold at Janovic. The stunning sculptures are currently on display at the company’s flagship store in SoHo.
Janovic Colors NYC is also targeting online shoppers by granting them an interactive and youthful experience. Website visitors are invited to watch a 10-minute documentary about the students’ experience creating the sculptures, and sign up for a customer appreciation discount redeemable throughout the marketing campaign.
The ultimate goal of the campaign is to continue driving consumers to Janovic’s brick-and-mortar shops to purchase paint and other decorative touches.
“The JANOVIC COLORS NYC campaign connects our customers to our New York heritage, emphasizes our color expertise and demonstrates our commitment to invest in the next generation of color experts. It also reminds people that, with Janovic’s help, they don’t have to be experienced designers to create amazing personal color stories,” states Rich Guadino, Janovic president.