Respect for ideas is a differential value of the European and Spanish ceramics industry, with its capacity to anticipate, its versatility and its ability to adapt to new trends allowing it to stand out and position itself globally.
“The secret ingredient” is a 360-degree campaign showcasing the excellent work of the European and Spanish ceramics industry which reveals the secret ingredient used to produce these materials: respect.
The Spanish Association of Ceramic Tile Manufacturers (ASCER), with financing from the Generalitat Valenciana, is launching its campaign titled “The secret ingredient” in order to shine a spotlight on the attributes and values of the European ceramics industry, such as its commitment to innovation and technological development.
The European ceramic wall and floor tile industry is a world leader in technological development, design and quality, driven by strong investment in research development and innovation (R&D+i). The industry’s capacity to anticipate, along with its versatility and adaptability, allow it to stand out and position itself globally, with a third of its production exported outside Europe.
Furthermore, the European sector creates synergies of innovation with all members of the ceramics cluster, providing the knowledge and data that allow them to permanently remain at the forefront of the latest technological advances and design trends.
The main technological developments applied in the ceramics industry originated in Europe. One example is the development of digital ceramic printing technology, which emerged in Spain and represented a paradigm shift in the manufacturing process and the generation of ceramic designs.
In addition to the commitment to technological development, with this new campaign, the industry is seeking to showcase all of the values, attributes and qualities which make European ceramics unique: respect for the environment, respect for labour rights, attention to detail, tradition and cultural heritage, and local roots. Throughout, it does so by making an emotional appeal to our sense of belonging, to our way of doing and creating things which is aligned with the principles which govern European society.
The campaign is composed of a main audiovisual piece with emotional content telling the story of how European ceramics are present in every moment of our lives, accompanying people from the perspective of the Secret Ingredient, where we underscore our tradition, customs and history, our social and environmental commitment and our respect for people. We do so by constantly shining the spotlight on European ceramics and raising awareness about what makes these ceramics unique materials: respect.
In addition to the main video, clips have also been produced to show “what lies behind” European ceramics, as told by workers in the industry – specialists who provide us with more detail on each specific area of European and Spanish ceramics production – opening the door to their experience and knowledge, and how each of them provides a “secret ingredient”: respect for the environment, respect for people, respect for ideas, and respect for customers.
All of the campaign videos in their different language versions are available on the landing page thesecretingredient.info, which is home to all of the campaign content and materials.
The campaign is active in Germany, France, Italy, the United Kingdom and Spain via digital platforms and amplified in traditional media. Furthermore, additional marketing and public relations actions will be carried out in order to impact the different target audiences, such as the distribution industry, the construction and decoration industry, and end consumers.
Campaign financed by the Generalitat Valenciana.
