Introducing a competitive product to the UK market with a bang.
The Insight
In the construction industry, we're known for our formwork products globally. However, our range of products has expanded to cater for customers' needs across other parts of the process.
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After a recent survey, we found that the majority of our customers recognise us as a formwork brand only, despite intoducing our first scaffolding product 20 years ago - something had to change.
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With the arrival of a new competitive product, this was an opportunity to really get our customers' attention and show them how we are more than just a formwork brand as well as
The Idea
It was important to acknowledge how our customers perceive our brand when communicating with them to ensure we were on the same page, and so despite launching our main scaffolding range over 20 years ago, being humble seemed the right direction to go in.
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I created the tagline 'Have you heard of PERI UP?' to lead the campaign across multiple channels. This was followed by introducing the standout benefit of the product that surpassed any alternative product on the market.
The Impact
The tagline invited prospects to learn more about the new product we brought to market. Through advertising and social media, customers could access a dedicated landing page which addressed the scale of building remediation work across the UK and why scaffolding contractors needed to opt for a fast, labour-saving and all metal system.
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I also created case studies to guide customer through the sales funnel.
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With the powerful messaging created, we were able to repurpose this content two years later with the introduction of a complementary system. By combining these two powerful products in an out-of-the-box video I worked on with our agency, we were able to demonstrate how 'our fastest system just got faster'.
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