Liniar
“The day we were introduced to Rare was a great moment for HL Plastics. The team has brought the market into clear focus for us and worked tirelessly and cheerfully to deliver a truly effective launch campaign for our window profiles. This launch carries great strategic significance for our business and it's a mark of our respect for Rare that we were happy to place the marketing campaign in their expert hands." - Roger L Hartshorn, Managing Director, HL Plastics
The Client
HL Plastics, a manufacturer of an impressive array of bespoke plastic trade extrusions and a range of proprietary products for the home and garden improvement sector, marketed under the Liniar brand.
The Challenge
Plan and create a comprehensive launch campaign for the entry of Liniar to the window profile market.
The Solution
Rare was already working on the various brands and tactical marketing activities of the HL/Liniar Group when it was asked to co-ordinate the windows launch. This major new range was the first in the UK to fully meet all new and pending statutory legislation.
A strategic market review and SWOT analysis identified that the primary influencers of manufacturer brand success were the trade fabricators, who in turn were not satisfied with aspects of many of the current market offerings. This research coupled with legislative requirements allowed us to crystallise five clear product benefits for Liniar, which were brought to life as five campaign messages. Central to the campaign were the editorial media, reached via both advertising and PR. Fabricators were also offered a full literature suite including consumer brochures, specification guides, product bonder, wall charts and other materials. A tactical website was also created to ensure that the Windows information stood out from the other group activities.
The Creative
For the central creative theme we coined the phrase "Fabricator Friendly" to capture the essence of the Liniar positioning. Individual advertisements highlighted the key product benefits, fro example "Go Unleaded" to underline that Liniar met this key legislative requirement well ahead of the deadline. Supporting the Liniar brand colour and the environmental claims of the range, a green theme was used for the visual identity.
The Results
Liniar has quickly become recognised as an important new entrant to the windows profile market and is successfully growing its distribution base and sales. All company targets have been met and the marketing campaign further extended as a result.
