Appointed following an extensive pitch process, Rare has engaged in a multi-year campaign for Saint-Gobain Glass UK (SGG) to promote their PLANITHERM energy efficient window glass.
As SGG had not undertaken any consumer activity previously our first task was to define the campaign strategy. To inform this work we undertook formal quantitative and qualitative market research, using the insight gained to formulate our strategy.
Part of the brief was to create and implement a compelling brand identity alongside which we also developed a comprehensive positioning and messaging framework. At the core of the consumer campaign was the challenge of raising awareness of the benefits of energy efficient window glass as a means of improving warmth and lowering energy bills.
An extensive consumer advertising programme was developed, including both radio and home improvement and home lifestyle magazines. PR was also used to complement the advertising campaigns. But at the core of the communications strategy was a TV campaign, for which Rare developed a series of five ads. Knowing from the research that consumers did not immediately assimilate the Planitherm brand name, we devised the ads in the style of a mini series, with the two central characters, Pam n Fern, as rival friendly neighbours.
As consumers buy windows and not glass, and knowing that most consumers view their local window company as their supplier, we created a nationwide installer network as a conduit for consumer demand. There are now over 700 members of the network, all equipped with a free comprehensive sales literature toolkit and an editable web profile on the consumer site to boost their recognition during consumer web searches. Over 40,000 such searches have been made so far.
Recently, additional value has been added to the installer network with the implementation of a template driven marketing resources portal where installers can log on and create their own branded promotional materials. This tool has extended the reach of the national advertising and marketing activity at a local level to great effect.