To launch a new glass with a very special surface coating, Guardian Clarity, to a very special target group: curators and museum directors. The challenge lies in the perception within the target group that ”glass is glass”.
The campaign focus is on how the undetectable Guardian Clarity glass is almost as amazing as the objects it protects. In spite of it being barely visible.
The goal was to make the target audience understand the importance of the right glass as a differentiation factor and to make them order a sample and create leads. The initiative reached and exceeded its targets within a couple of weeks .