Creative direction and campaign development for the launch of CeramiX, a premium ceramic-based finish introduced to RGK’s daily wheelchair range.
The Challenge:
Traditional powder-coated wheelchair finishes scratch and chip easily through everyday use, often limiting customers to uncoated aluminium options for improved durability. RGK introduced CeramiX, a ceramic-based finish adapted from the automotive industry, to offer a harder-wearing alternative with greater scope for colour and personal expression.
Traditional powder-coated wheelchair finishes scratch and chip easily through everyday use, often limiting customers to uncoated aluminium options for improved durability. RGK introduced CeramiX, a ceramic-based finish adapted from the automotive industry, to offer a harder-wearing alternative with greater scope for colour and personal expression.
The challenge was to position CeramiX as both a practical upgrade and a premium addition to the RGK range.
The Idea:
Rather than presenting CeramiX as a purely technical innovation, the campaign framed it as a premium performance finish inspired by high-end automotive coatings, combining durability with individuality.
Rather than presenting CeramiX as a purely technical innovation, the campaign framed it as a premium performance finish inspired by high-end automotive coatings, combining durability with individuality.
The Solution:
A bold visual campaign was developed using dynamic paint explosions, minimal layouts, and a more expressive colour palette to differentiate the launch from existing RGK communications. A dedicated photoshoot focused on the application and finish quality of CeramiX, helping showcase the material as both technical and premium. CeramiX launched exclusively on the RGK Octane Sub4, supported by a launch video, social media content, promotional materials, and out-of-home advertising at Naidex.
A bold visual campaign was developed using dynamic paint explosions, minimal layouts, and a more expressive colour palette to differentiate the launch from existing RGK communications. A dedicated photoshoot focused on the application and finish quality of CeramiX, helping showcase the material as both technical and premium. CeramiX launched exclusively on the RGK Octane Sub4, supported by a launch video, social media content, promotional materials, and out-of-home advertising at Naidex.
Impact:
The launch generated strong engagement at Naidex, resulting in multiple demo bookings and significant social media interest following release. High-profile customers, including Ade Adepitan, also adopted the CeramiX finish.
The launch generated strong engagement at Naidex, resulting in multiple demo bookings and significant social media interest following release. High-profile customers, including Ade Adepitan, also adopted the CeramiX finish.
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