Company: Delta Faucet Company, Indianapolis, IN
Entry Submitted By: MSL Chicago
Company Description: There is a philosophy at the heart of every Delta® product: there is a better way to live with water. From proprietary Touch2O® Technology that turns faucets on and off with just a touch to H2Okinetic® shower technology that sculpts water into a unique wave pattern, giving you the feeling of more water without using more water, Delta products incorporate thoughtful features that delight.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Products

Nomination Title: Celebrating 5 Years of Touch Technology Leadership

Tell the story about this nominated campaign since January 1 2013 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

The Delta® brand is at the forefront of research and design through its commitment to help people find smarter ways to live with water. In 2008, the Delta brand reinforced its legacy as an innovation leader when it introduced Touch2O® Technology, a first-of-its-kind residential faucet technology that allows users to turn their water on or off with a simple tap anywhere on the spout, hub or handle.

In 2013, among new competitive offerings, the Delta brand launched an integrated campaign to celebrate its leadership in the category, increase awareness about Touch2O Technology while differentiating it from the competition, and support its expanding portfolio of touch-activated and hands-free faucets.

The campaign launched at KBIS 2013, with the introduction of two new products featuring the technology. At the show, the company also introduced “Touch Maestro,” an interactive game that allowed players to experience the intuitive nature of Delta Touch2O Technology. The game is now available on iTunes to provide consumers, who may not be able to experience Touch2O Technology at their local retailer, the opportunity to learn about the technology. To further demonstrate the intuitive nature of Delta Touch Technologies and underscore the wide variety of styles and finishes available, the Delta brand partnered with Wilco percussionist Glen Kotche to launch an ad campaign in which Kotche illustrates the reliable, precise control of the technology by recreating the popular 1960’s song, “Reach Out, I’ll be There,” by the Four Tops on a “drum kit” comprised of Delta faucets.

Finally, research conducted by the company indicated that consumers rely heavily on online reviews when selecting a faucet. To increase its online visibility and reputation, the Delta brand launched a multi-faceted influencer program to generate authentic third-party endorsements:

• A product seeding partnership with GLAM media reached 36 culinary and home bloggers via a three-part series where they selected and reviewed a kitchen or lavatory faucet with Touch Technology

• Fifteen influential bloggers were invited to company headquarters, where they participated in a brand immersion session and learned how to install a faucet with Touch Technology

• The Delta brand teamed up with Southern Living at the Taste of Charleston to give four culinary bloggers a tutorial about the technology

• A handful of bloggers were invited to preview the 2014 HGTV Dream Home, where they interacted with Delta Touch Technology

• A satellite media tour featured a popular lifestyle blogger discussing tips for cooking with kids in the kitchen, including easy hand washing tips with Delta Touch2O Technology

Conversations with media, press releases and feature articles distributed throughout the year helped further underscore the Delta brand’s leadership position in the electronic faucet category.

Together, these activities helped generate a 95.5% growth in impressions and a 136.5% growth in media placements pertaining to the technologies compared to the previous year.

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There is a philosophy at the heart of every Delta® product: there is a better way to live with water. It goes beyond excellent design to incorporate smart thinking that anticipates people's needs. From proprietary Touch2O® Technology that turns faucets on and off with just a touch to H2Okinetic® shower technology that sculpts water into a unique wave pattern, giving you the feeling of more water without using more water, Delta products incorporate thoughtful features that delight. Paired with beautiful and inspirational design, it's another way that the Delta® brand is more than just a faucet.