LATEST WORK
see moreLaunching a new ‘solutions’ brand
Intesio: it’s about stormwater management – and covers more than just product systems
Wavin is already a leading player in the increasingly high profile field of Sustainable Drainage: systems designed to cope safely with sudden monsoon conditions in built-up areas.
Now they plan to move up a gear, and embrace every element of the process. Not just the physical products, but the specialist expertise and insight on offer as well. All under a newly-conceived solutions brand: Intesio.
Our Task
The initial challenge is to define a credible and differentiating positioning. Focus on the highly specialist targets: the specifiers and contractors who tackle stormwater management assignments.
For them, core messaging and sound technical information is crucial. Then devise a coordinated communications launch plan to deliver all that.
Action and Output
- Versatile but distinctive core message: one that can get buy-in from all target groups – while each sees it from their own perspective.
- Creation of brand collateral alongside a new website: spelling out the brand’s inherent scope and benefits.
- Fully-integrated offline and online programme: with interlocking direct and digital mailing programmes. Driving key audiences towards the specific information that their role requires.
Result
- Immediate positive reaction to direct launch.
- Enquiry response rate from direct mail: 7.5%.
- Around 1000 hot leads being followed-up.